Stem + Glory, London and Cambridge

01 — Project details

Stem + Glory is an award-winning plant-based restaurant with sites in London and Cambridge. While they had a modest Instagram following already (around 6k), their goal was to expand this reach to hit 10k while increasing restaurant bookings.

02 — Creative process

I developed and implemented a comprehensive marketing plan. Firstly, I did a full social media audit and decided to shift their previous visual identity away from earthy tones to brighter hues including a trademark teal. I then integrated sharper food imagery alongside punchy captions and put an emphasis on customer reviews and recipe sharing.

03 — Social strategy

I developed a social media content calendar to ensure that 5+ posts were being published each week (including videos, grid posts, and story posts). I used this method to map out an aesthetically cohesive Instagram grid and to write compelling social media copy with ample time for edits and review.

04 — Live Cooking Sessions:

I started a live cooking series with the restaurant's Head Chef, encouraging knowledge sharing in exchange for viewer participation. Recipes were later posted to the feed for further engagement.

05 — Giveaways:

I organised frequent giveaways to increase the brand’s follower count through tagging and community engagement.

06 — Email Marketing:

I led on email campaigns with a dedicated weekly newsletter. All copy and design by me. Emails promoted new dishes, menus, events and encouraged bookings.

07 — Results:

Unfortunately, the pandemic meant that my time at Stem + Glory was cut short. However, in six months I:

• Hit the 10k follower target

• Created a more streamlined approach to their online presence and dedicated weekly newsletters

• Boosted website traffic by 20%

• Increased restaurant bookings by 25%