CASE STUDY: The Botanist GSB

Launching The Botanist's New Location in Birmingham's Iconic Gas Street Basin

11 Influencers

CASE STUDY: The Botanist GSB

Launching The Botanist's New Location in Birmingham's Iconic Gas Street Basin

11 Influencers

719,000+ Views

2925+ Clicks

11 Influencers

May 2024

2925+ Clicks

11 Influencers

May 2024

719,000+ Views

The Challenge

To celebrate the launch of their latest branch 'Gas Street Basin' The Botanist sought out to make their voices heard across the Birmingham food and drink scene. An already established venue with branches located all around the country, 'Gas Street Basin' was a new and exciting location for the Botanist chain; offering live music and the most scenic garden terrace to be found in Brum.

The Solution

We partnered with 11 creators from the Birmingham food and drink world. 4 assets for The Botanist social channels and 7 to be featured across the creators's platforms.

Fortunately, the community of content creators in Birmingham was already thriving and the scope of talent out there was exciting to explore.

We focussed on keeping a good blend of Birmingham hot spot creators and influential personalities local to the area, to generate the most effective conversions. Creators were allocated 1 of 4 focusses to keep in mind when producing their content:

Best date night
Best food
Best Roof Terrace
Best Family Friendly Venue

This allowed us to hone-in on all the features 'Gas Street Basin' had to offer, not just the mouth watering menu that UK audiences were already well accustomed to.

The Results

719,000+ Views
2925+ Clicks
👁 Top performer: westmidlands_foodie with 492,000+ views and 850+ Clicks
💬 Consistent engagement across creators using "day in the life" and “new food spots you have to try” formats

Why This Influencer Strategy Worked:

Personality: By not just sticking with food content creators, we were able to replicate the familiarity viewers resonate with. By attaching a face to the venue, this established a sense of trust and reliability.

Dynamic visuals: 'Gas Street Basin' had a keen eye for the details when it comes to their decor, something that our creators were able to capture beautifully throughout. Making this branch somewhere viewers will want to make note of.