3 PARENTS FOR A SANDWICH
Have you decided on a name yet?
It is the year 2015. The skills of Domingo Iudice, the experience of Bartolo L'Abbate and the inspiration of chef Lucio Mele merge together, almost by luck, and suddenly someone shouted "Eureka!": the freshest fish, the most beautiful city, the craziest recipes.
Yes, it's all beautiful, all fantastic, but how do we call it?
The 3 parents decide to entrust this task to us, or rather, not really to us, but to Facebook and its users. Let's create a contest and the most beautiful name wins 100 euros. We had more than 700 interactions and over 250 absurd names (still under discussion) crowded our Facebook feed, but we chose one, Pescaria.
SOMEONE WILL LIKE PESCARIA!
Funnel Marketing will save us!
Everything starts here.
We created a new Facebook page with curious followers, but above all, they were good food and fish aficionados. Based on this, we have built our hedging strategy, a Content-Based Funnel divided into 3 phases.
The first was based on a Starting Audience made up of Eaters, which gradually narrowed to a Custom Audience of Fish Eaters. The second phase, on the other hand, saw a starting audience previously selected, a Lookalike Audience by the Fish Eaters, which over time narrowed down to a Custom Audience made up of Casual Fish Eaters. The third phase was the final one, the one in which we found our own audience, the audience of Pescaria: starting from a Lookalike Audience of Casual Fish Eaters, we then narrowed the target more and more, reaching the Pescaria Eaters.
All the Pescaria Eaters were curious about the opening and only then we focussed on the viral content, the innovative fish dishes, in particular the sandwich with Burrata and Red Tuna Tartare, the bestseller of Pescaria, which sold 3000 in one month.
Fish dishes are very viral content, photographed and shared. It immediately became clear to us that Facebook could be used as the main tool to let customers informed about the new restaurant a few months before its opening.
Domingo Iudice, co-founder Pescaria
On its opening day, via Roma in Polignano was literally full of people, more than 500 people attended the opening event of Pescaria and 80% of them had known the brand through Facebook.
In 2018 Pescaria was the first Italian company to be mentioned on Facebook's Earning Calls, Facebook's quarterly internal reports, prepared by top managers, in which the companies that have virtuously used the platform are listed.
revenue from Facebook
unique users for month
video social views
desire to go back