October 2, 2020
Social Media Case Study: The Wayward
In early 2020, C&A launched the social media channels for the highly anticipated new French American brassiere, The Wayward, located in the East Market neighborhood of Center City. After a delayed opening due to COVID, the restaurant opened with a splash due in part to C&A’s social media buzz generation and engagement strategy.
Prior to the pandemic, C&A worked closely with The Wayward team to establish a unique brand identity with a witty and entertaining voice across their Facebook and Instagram channels. Coinciding with a traditional press announcement, C&A launched the restaurant’s digital platforms, and within weeks the restaurant pushed its opening date due to the pandemic.
Rather than going dark, C&A developed creative campaign concepts to maintain the already earned engagement and brand affinity. From at home menu-inspired cocktail recipes and Chef spotlights to a curated Bluecoat Gin influencer and media mailer, The Wayward was able to sustain engagement and build buzz amongst their anxious followers.
Due to C&A consistency, creativity and persistence, the highly anticipated restaurant was instantly a hit upon opening with influencers, media and food-lovers alike. Within the first month of opening, C&A garnered over 1,500 new followers, 500,000+ impressions, 15,000+ engagements and almost 5,000 link clicks for reservations. Using a combination of boosted and book now advertisements, C&A increased the channel’s net follower growth by 50% within 30 days of opening and another 40% after 60 days.
Additionally, C&A spearheaded the publicity surrounding the opening, securing features in Philadelphia Inquirer, Philadelphia Magazine, Philadelphia Style Magazine, Eater, The Infatuation, Philly Voice, Forbes, NBC10, 6ABC and more.