How Scopic Studios Achieved 2x Reach & 96% Follower Growth for Two Boston Restaurants
When you can’t outspend competitors, you outsmart them. See what smart social media strategy accomplished.
The Rundown
Back Deck and French Quarter are two local restaurants in downtown Boston. Both had growth goals but needed to be efficient with their marketing investment. Scopic Studios partnered with them over 3 years to help them scale their business and maximize ROI on every marketing dollar.
We built a complete digital ecosystem, developed tailored strategies for each restaurant, ran targeted boosting campaigns that maximized every dollar, managed their Google My Business profiles, supported Google Ads, and recently launched influencer marketing. Each restaurant has a different audience, so we adjusted the tone of voice, visual design, and brand positioning accordingly.
Key results:
96% increase
in follower growth
100% increase
in engagement rate
174% increase
in page views
In the Words of the PM
Rimma Ghazaryan
Marketing Project Manager at Scopic Studios
“The F&B industry is highly competitive, visually driven, and strongly influenced by seasonality and emerging trends. To tailor and execute successful marketing within a limited budget, we recognized the importance of having a clear and effective strategy in place. This includes building a well-structured online ecosystem that allows us to reach our audience across all relevant and active channels. We genuinely enjoy staying ahead of trends, having the creative freedom to experiment with new campaigns, and sharing the excitement of success with our clients.”
The Challenge
Standing Out in Boston’s Competitive Restaurant Scene
Back Deck and French Quarter face intense competition in downtown Boston’s saturated dining market. As local restaurants without enterprise marketing budgets, they couldn’t compete on ad spend alone. They needed to grow visibility and drive foot traffic against dozens of competitors, in a crowded market.
The core challenge: how do you break through in a highly competitive and seasonal industry?
Low Social Media Visibility
Social media wasn’t generating the engagement or reach needed to stand out. Pages weren’t growing, and content wasn’t reaching the right people. In a visually-driven industry where customers search Instagram before deciding where to eat, this was critical.
Limited Budget, Big Goals
Like most small businesses, they couldn’t outspend larger competitors, so every dollar had to work harder. They needed smarter spend, not more spend. That meant precise targeting, efficient ad placement, and a partner who understood how to maximize impact within small business budget constraints.
Two Restaurants, Two Audiences
Back Deck and French Quarter serve different customer profiles. A one-size-fits-all strategy wouldn’t work. Each needed its own approach to tone of voice, visual identity, and brand positioning.
The Solution
Building a Multi-Channel Ecosystem for Local Restaurant Growth
Here’s how we made it happen:
Strategic Social Media Management
We established consistent posting across Facebook and Instagram, with content tailored to each restaurant’s audience. Tone of voice, visual style, and brand positioning were adjusted based on who we aimed to attract.
- Maintained a steady posting schedule to keep both pages active and engaging
- Developed distinct visual identities for each restaurant
- Recently started using AI tools to enhance visual quality, making pages more attractive and scroll-stopping
- Focused on social media as a discovery platform where customers search Instagram before deciding to visit
Targeted Boosting Campaigns
We created content with a clear intention to promote through paid support. Every boosted post was backed by carefully defined targeting to maximize impact.
- Built custom audiences for each restaurant based on their specific customer characteristics
- Ran detailed targeting to maximize campaign impact
- Adjusted campaign duration and daily bids based on seasonality, staying within budget while placing competitive bids during peak periods
- December campaign highlight: a visit-oriented targeted boosting campaign brought 400+ new followers and 1,000+ profile visits
Google My Business, Ads and Influencer Marketing
Social media was the core, but we supported it with additional channels to create a full ecosystem.
- Managed Google My Business profiles: responding to reviews, keeping information accurate
- Ran Google Ads campaigns as part of the overall marketing strategy
- Provided additional marketing support as the client needed it
- Recently launched influencer marketing campaigns with several collaborations already published
We Use
Services Involved
Copywriting
We Use
The Tech Stack We Used
Drum Roll Please…
The Results
Social Media Results:
