Black Tap
Edgy Eats, Community Beats: Black Tap's Shake & Burger Revolution
Project Type
Digital Marketing
Achievements
Muse Creative Awards Silver Prize in “Social Media - Food & Beverage”
Challenge
Black Tap, renowned for its Instagram-worthy burgers and shakes in NYC, has expanded to Riyadh, Saudi Arabia. Inspired by NYC's urban art, graffiti, and typography, it boasts a visually dynamic identity that enhances the dining experience. They approached Blue Hat to create a digital presence that maintains the edginess of the original brand while accommodating the locality of Saudi Arabia.
Intervention
Our team started by creating a Digital Communication Toolkit that defines the target audience and target personas. Following that, we worked on creating a unique tone of voice for them that would help them stand out in their industry. The main aim was to create an engaging, friendly, and approachable tone of voice, while also reflecting the quality of their products and the uniqueness of the brand experience of Black Tap. We curated a workshop with the client to decide on the different communication themes for the social media platforms.
The entirety of our marketing and social media efforts were to raise awareness of the brand and increase engagement, while still adhering to pop culture references and nuances that local audiences would appreciate. Aside from the strategic aspect of the projects, we created cool reels that capture the vibes, highlight menu items, and ultimately brand experience.
Results
A Digital Triumph: Embracing Black Tap's Energy
At Blue Hat, we've harnessed the vivacity of Black Tap's in-house events to fuel our digital endeavors. These events, filled with art sessions, live music, DJs, spirited competitions, the craft of milkshake creation, and much more offered a multi-sensory dining experience.
Our digital team channeled this energy into social media and events coverage, crafting event announcements as captivating masterpieces. We've heightened anticipation, strengthened our brand image, and boosted engagement. Our artistic approach aligns seamlessly with our brand's edginess, reflected in our graphics, food styling, photography, and live events coverage. Every post delivers a thrilling, mouthwatering experience, showcasing our commitment to brand consistency.
From Diners to Advocates: Empowering Black Tap Community
Blue Hat's approach transformed Black Tap into more than just a restaurant; it became a vibrant community. We provided a platform for Black Tap's talented team to showcase their creations, amplifying the brand's human side. Encouraging and celebrating user-generated content on the account turned customers into proud advocates.
Moreover, our strategy facilitated a dialogue with the community. Interactive posts, such as contests, polls, and challenges, invited brand lovers to express opinions and recommendations, fostering a sense of ownership. This two-way engagement not only enriched the customer experience but also provided valuable data for future enhancements.
Through behind-the-scenes glimpses and stories, we humanized the brand, forging a relatable connection with the audience. Black Tap Riyadh isn't just about food; it's about the people who share in this culinary journey, making it a place where voices are heard and valued.
In Riyadh's bustling event scene, Black Tap shines digitally. Blue Hat's dynamic social media and marketing strategies fuel FOMO and foster an engaged foodie community. Balancing brand edginess with Saudi culture, we emphasize product quality and uniqueness, propelling Black Tap's digital prominence.
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