Saami Somi
Saami Somi is a Georgian-American fast-casual restaurant located in the Reading Terminal Market. Its menu highlights traditional Georgian dishes with a modern twist. Awarded with Best of Philly in 2023, featured in collaborations with the Philadelphia 76ers, Manna Bakery, Local Chef Reueben Asaram, and multiple influencers.
Saami Somi x Campus Philly Campaign
Overview
Saami Somi aimed to increase meaningful partnerships in Q3. To achieve this, we collaborated with Campus Philly to promote a discount and a giveaway for college students. I was responsible for the proposal, outreach, and partnership management for this campaign.
Process
Philadelphia is a major university hub, with multiple universities located in close proximity to Center City. The new school year approaching presented an opportunity to target college students through Campus Philly. Campus Philly is known for partnering with Philly organizations to provide student discounts. They successfully executed promotions with SEPTA (offering free rides for an entire weekend) and the Chinese Lantern Festival (providing reduced admission prices). They also collaborated with restaurants such as Vanderwende’s Ice Cream and Cousin's Burger in the past, making them a good potential partner for Saami Somi.
To understand their content strategy, I conducted research and identified three main types of content:
- Content promoting events/restaurants without any discounts
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Content promoting events/restaurants with discounts that do not require a giveaway entry
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Content promoting events/restaurants with discounts that require a giveaway entry
Based on this analysis, I proposed a partnership involving a giveaway and a promotion to maximize engagement. This approach would enhance Saami Somi’s social media presence and drive visits to the physical location. The posts would include information about the giveaway entry process and the promotion details, respectively.
Upon approval of my proposal, I initiated outreach to Campus Philly and managed all subsequent communication. We agreed on the following content deliverables:
Outcome
The collaborative content resonated well with Campus Philly’s audience, and we observed increased engagement with Saami Somi’s Instagram. Based on this campaign's success, we are continuing our collaboration with Campus Philly and are exploring additional opportunities for future events and promotions.
Metrics (Insights for the carousel post are unavailable because it was not directly posted by Saami Somi)
Impressions: 15k
Reach: 10k
Engagement Rate: 3.5%