FULL OPENING WEEKEND
Beautiful boules is the very first jeu de boules food hall in the Netherlands where you can have a ball with your friends, family or colleagues. It started 6 years ago as a joke and now they already have 8 locations with indoor jeu de boules courts and the concept is proven. Not only are you doing sports, you can also enjoy the dishes developed by top chefs like Ron Blaauw and Michiel van der Eerde. In late 2019, the Delft branch opened and Mooie Boules was looking for a partner to realise a fully booked restaurant and full jobs right from the opening weekend. We gladly accepted that challenge!
THE APPROACH: SOCIAL MEDIA CAMPAIGNS
Beautiful Boules mainly appeals to a younger target group. Their ambition is for the whole of the Netherlands to experience La Réboulution, and to this end they deploy a clear house style with beautiful photos. For this reason, we focused mainly on social media, using campaigns on Facebook and Instagram. By deploying striking texts ('Potje Ketsen?' and 'GRATUIT boules') and good photos of Beautiful Boules, we attracted the attention of the target group. We targeted look-a-like audiences and friends-of-friends audiences two months before the opening week. This gave people unfamiliar with the concept time to 'get used to it'. A month before the event, we focused on conversion and persuaded people who were already interested to make reservations.
THE RESULT: A FULL OPENING MONTH
Our approach proved successful: even a week before the Delft location opened, the weekend was fully booked. By deploying targeting on look-a-like audiences, we could easily build on the success for a longer term: the entire opening week as well as the opening month were fully booked. The results in brief:
- 160+ track reservations
- 1500+ people on the landing page
- New target groups reached
- Start creating ambassadors
- Full opening weekend, week and month!
