Social

Opentable – Community Advocacy

1

Challenge

Help newly launched restaurant booking platform OpenTable to drive engagement on social media from both consumers and restaurateurs.

Idea

Develop a content strategy that would drive community and restaurant partner advocacy by celebrating OpenTable’s expertise and offerings both from an industry and a product perspective.

Execution

We developed unique branded and partner content that brought the OpenTable ethos to life and positioned them as the ‘in-the-know’ source for restaurant guides and convenient booking. It featured a minimum of 14 restaurant partners per month, and used social media as a springboard to celebrate unique partnerships and the hottest new restaurants in Australia. Touch also implemented pixel tracking locally in order to track bookings at restaurants.
Results

The team achieved a 4.62% average engagement rate for OpenTable social channels against a KPI of 2.5%. Our community grew by an impressive 59.08% month-on-month against our KPI of 20%. The average cost per engagement sat at $0.38, and after implementing the pixel to track bookings, OpenTable had secured a total of 138 diners booking as a result of page posts.