A new project taken on by the MURAHA team — Torii, a sushi and Asian food delivery service. The company was founded in early March 2024 in Odesa. Despite being new to the market, it already covered the whole city with delivery services — something even long-established competitors could not claim.Seeking rapid and stable growth from the very beginning and searching for creative ideas, Torii reached out to MURAHA even before its official launch. Thus, our team started developing a social media marketing strategy for Torii delivery from scratch.
The task: right after the official launch, make Torii recognizable and popular, building a loyal customer base from the start.
No brand awareness due to the recent launch. Strong competition in the city from businesses long established in the niche.
Development of target audience personas for communication strategy.
Positioning points.
Creation of a unique visual style.
Communication strategy and interactive engagement with followers.
After the briefing, team started developing the strategy and setting KPIs. Then, we completed the preparation, created a detailed content plan and prepared technical assignments for content production together with the targeting specialist and content creator.
After approving the content plan and aligning the further strategy, we began working on the Instagram profile setup and launching targeted ads in two directions to support the page with traffic. But before that, we needed to “boost” the Instagram profile and fill it with high-quality visuals. And what is more memorable than a recognizable character?
That’s why we decided to create a company mascot. After several days of debates and active discussions, we achieved an amazing result! The face of Torii became a big ginger cat (in Japanese style) who roams the streets of Odesa and promotes his own place, since the other restaurants and delivery services he visited did not impress him.
This way we demonstrate that Torii is dedicated to unique flavor and prioritizes product quality. By combining delicious and popular cuisine with city-wide delivery, the company gained not only a recognizable mascot but also its own unique value proposition!
Nevertheless, one cute cat alone wouldn’t be enough to boost the content. For promotion at the initial stages we created 3 more advertising creatives aimed at interactive communication with the audience! Let’s take a closer look:
All these activities were actively showcased on social media (Instagram + local informational Telegram channels and bloggers). This helped generate organic traffic and increased brand awareness among the residents of Odesa.
During the collaboration period between TORII and MURAHA (from March 20 to June 11), 846 real followers were gained on the Instagram account from scratch.
We make the visuals bright, involve many young stylish people in the shoots, and produce a lot of video content.
By using the brand’s primary colors, we make our content increasingly recognizable.
Along with populating the page with content, we also actively engage in attracting new users through targeted advertising.
Targeted advertising (Advertising budget $500/month)
Additionally: maintaining clear analytics with subsequent adjustment of actions
In most companies, advertising directs users to the website, specifically to the set menu or promotional offers page.
Most competitors use static creatives with promotional offers. Less frequently, they use informative content, simply showcasing the products without discounts or videos of the preparation process.
All the competitors we analyzed offered free delivery above a certain amount and almost all indicated delivery zones on their websites.
Tell the story of how the idea of the company came about, what inspired the founders to start a Japanese food delivery service and how the name was chosen.
During the first two weeks, it was decided to launch advertising with the following goals:
After the warm-up period (2 weeks), we started running ads specifically aimed at sales, using special pre-opening offers to attract as many people as possible.
After that, we launched ads to the website aimed at sales for a broad audience based on interests—food and delivery.
We continued collecting users who interacted with the website but didn’t make a purchase, in order to run retargeting campaigns on them.
In one month, the advertising budget went to $497.41.
As a result for the next period (from 15.04 to 12.05), we have:
This month we can already see positive dynamics: the number of daily sales is increasing. We used various video formats — aesthetic, static, conversational videos and behind-the-kitchen content.
The best results came from the following video:
During the next period, from 12.05 to 09.06, the advertising budget amounted to $489.08.
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