Overview
Role: Marketing Manager (Freelancing under Muse Consulting LLC.)
Scope: Brand localization, launch marketing, social campaigns, in-store experience
Timeline: 3 months
Results at a glance:
• 2,500+ local followers in 60 days.
• 3.8% engagement rate & 2.5% conversion rate from available platforms (Google & Facebook).
• 700+ visitors opening week, with 150+ visitors opening day.
• 30+ tagged posts in the first month.
• Featured in local publication
Scope: Brand localization, launch marketing, social campaigns, in-store experience
Timeline: 3 months
Results at a glance:
• 2,500+ local followers in 60 days.
• 3.8% engagement rate & 2.5% conversion rate from available platforms (Google & Facebook).
• 700+ visitors opening week, with 150+ visitors opening day.
• 30+ tagged posts in the first month.
• Featured in local publication
The Challenge
After the success of its flagship Orlando location, Twenty Pho Hour set out to expand into the Oklahoma City market. The challenge was:
• Introduce the visually distinctive, experimental restaurant to a new audience.
• Maintain the brand’s fun, energetic identity while ensuring relevance to OKC locals.
• Introduce the visually distinctive, experimental restaurant to a new audience.
• Maintain the brand’s fun, energetic identity while ensuring relevance to OKC locals.
Success, therefore, depended on building awareness, excitement, and trust before we opened the doors—not after.
Objectives & Metrics
Objective
• Build strong pre-launch awareness and foot traffic for the OKC opening
• Establish a strong initial social media presence for the OKC location for long-term growth
• Position the restaurant as a noteworthy dining destination
• Establish a strong initial social media presence for the OKC location for long-term growth
• Position the restaurant as a noteworthy dining destination
KPIs Tracked
• Follower growth & reach on available platforms
• Engagement rate (likes, comments, shares, saves)
• User-generated and partnership content volume and performance
• Paid ad CTR & conversions
• Engagement rate (likes, comments, shares, saves)
• User-generated and partnership content volume and performance
• Paid ad CTR & conversions
Strategy
The strategy focused on brand consistency and building a strong audience, positioning the OKC location as a bold Asian-fusion restaurant with an immersive 2D dining experience. By preserving the core brand identity, localizing messaging, and executing social media and influencer marketing, the pre-launch campaign built anticipation and drove early awareness, engagement, and foot traffic ahead of grand opening day.
Marketing Campaign
I led a 2-week social media content push before grand opening day to build anticipation pre-launch:
• Teaser content highlighting the 2D interior experience and characters
• Partnerships with local food influencers
• Targeted paid social to drive awareness and followers
• Partnerships with local food influencers
• Targeted paid social to drive awareness and followers
Results
• 1,000+ impressions throughout the campaign
• 3.8% engagement rate from all sources
• 20+ influencers reach
• 3.8% engagement rate from all sources
• 20+ influencers reach
Creative Direction
Maintaining visual continuity was also a key priority throughout this process. I closely collaborated with the original brand designer to transform the marketing strategy into a bold visual campaign for both social media and print.
• High-contrast, graphic visuals that adhere to the 2D hand-drawn aesthetic
• Created various content for prints (menus, signage, packaging) and social media (photography, videography, graphics)
• Maintained brand consistency with localized OKC elements
• Created various content for prints (menus, signage, packaging) and social media (photography, videography, graphics)
• Maintained brand consistency with localized OKC elements
Outcome
The campaign generated strong pre-opening hype, building 2,500+ local followers, driving 1000+ average impressions, and positioning the brand as one of OKC’s most visually unique dining experiences. Key factors contributing to this success are targeted social media content, influencer amplification, and a consistent visual language throughout.
This campaign set Twenty Pho Hour OKC up nicely for future marketing growth through loyalty-driven campaigns or seasonal menu launches, converting the established audience base into loyal returning customers.
