OBJECTIVE

Wasabi aimed to create widespread awareness for the launch of their summer 2024 menu, focusing on their new Dragon Rolls, Donburi Bowls, and drinks. The campaign sought to drive foot traffic to Wasabi’s locations in London, Oxford, and Cambridge, targeting students and professionals seeking fresh, flavourful, and convenient meal options. Our primary goal was to establish Wasabi as the top choice for quick, high-quality lunches while reinforcing their reputation for delicious, accessible meals that fit seamlessly into the busy lives of their target demographic.

SOLUTION

To achieve these goals, we devised a dual-platform influencer strategy leveraging Instagram and TikTok. Influencers were carefully selected to resonate with two key audience segments: students aged 18–24 in university cities and professionals aged 25–40 in urban hubs. The campaign focused on genuine storytelling, with influencers made up of students and professionals, showcasing how Wasabi’s summer menu items complemented their daily routines, from workday lunches to picnic outings. Content guidelines emphasised organic narrative flow while highlighting Wasabi at key points, ensuring relatability and strong calls to action. Through real-time performance monitoring, we optimised engagement throughout the campaign, balancing cost-efficiency with impactful content delivery.