Social Media Marketing Strategy for a local small business
The Strategy: "Sumi Mom’s Touch"
The core objective was to achieve "Low Effort, High Impact." I developed the “Sumi Mom’s Touch” campaign, highlighting the restaurant as a warm, inviting space—much like eating a meal at home.
• Campaign Concept: Emotional connection through authentic "home-style" storytelling.
• Primary Platform: Instagram
Instagram Carousel: "Mom’s Recipe Card"
• Concept: A series of high-quality slides featuring signature dishes like Galbitang (Short Rib Soup).
• Narrative: Using captions like "Boiled all day with Mom's love" to emphasize authenticity.
• Goal: To encourage "Saves" and "Shares" by providing visually appealing and emotionally resonant content.
Instagram Reels: "Unforgettable Sumi Mom’s Love"
• Concept: A humorous, short-form video utilizing a repetitive loop.
• Storyline: A boyfriend consistently suggests "Sumi’s Bulgogi Deopbap" for lunch across different seasons. Eventually, the girlfriend becomes an even bigger fan of the dish and suggests to her friend.
• Goal: To maximize reach within the Vancouver local community using the Reels algorithm and relatable humor.
New Year’s Greeting: "2026 Gratitude & Connection"
• Concept: A warm seasonal greeting designed to celebrate the transition from 2025 to 2026 with the local community.
• Narrative: Expressing heartfelt gratitude to customers who visited in the past year and promising even better service and authentic food in 2026.
• Goal: To strengthen customer loyalty and reinforce the brand's friendly, community-focused image through sincere communication.
