Learn how we helped a burger company based out of the UAE increase their foot traffic by strategically using social media marketing.
About the Company
Boo Burger is a bold, quirky burger joint based in the heart of Dubai, UAE, known for its unapologetically cheeky branding and inventive burger creations. With a vibrant in-store vibe and an equally colorful Instagram presence, Boo has built a cult following among foodies who crave personality with their patties. While the brand had strong in-store appeal, its challenge lay in translating that same energy into a consistent digital strategy that would drive both foot traffic and delivery sales.
Objective
The brand wanted to amplify awareness, stay top-of-mind in a crowded F&B market, and make its playful personality a magnet for customers both online and offline. Boo Burger approached Content Kettle with two clear goals:
- Increase foot traffic to its physical store in Dubai.
- Build a consistent, engaging online presence that would drive food delivery orders through platforms like Deliveroo and Talabat.
Challenge
While Boo Burger had a visually appealing product and a fun brand identity, it lacked a cohesive content strategy and data-driven approach to online engagement. Their digital presence was inconsistent, and their campaigns weren’t capitalizing on trends or seasonal opportunities.
Key challenges included:
- Low engagement on existing social media content.
- Lack of alignment between online branding and in-store experience.
- Missed opportunities to capitalize on timely events or holidays.
- Minimal influencer collaborations or organic online buzz.
Boo needed a content and marketing partner who could bring structure, creativity, and performance metrics into the picture – and that’s where Content Kettle stepped in.
What We Did: A Strategic, Trend-Led, Process-Driven Approach
At Content Kettle, we believe in marrying creativity with performance. Here’s how we transformed Boo’s presence, step by step:
1. Social Media Audit and Strategy Development
We kicked things off with a full audit of Boo Burger’s Instagram and digital footprint:
- Analyzed past content performance (reach, engagement, and conversion actions).
- Studied competitor benchmarks in the local F&B space.
- Reviewed Deliveroo and Talabat listing visibility.
- Identified key trends and audience interests relevant to Boo’s tone of voice.
Using this data, we created a three-month strategic content calendar, focused on driving awareness, engagement, and conversions.
2. Content Creation Aligned With Brand Personality
We developed content that mirrored Boo’s cheeky, playful brand voice – but with a clear strategic intent:
- Carousel posts highlighting bestsellers with witty captions.
- BTS stories and reels showcasing burger prep, staff fun, and store moments.
- Polls, quizzes, and question stickers to drive engagement.
- Customer-generated content repurposed to build credibility.
Every piece of content had a goal – whether it was engagement, reach, or directing traffic to delivery platforms.
3. Seasonal Campaign Execution: Eid Special
We knew Boo’s personality lent itself well to cultural moments and celebrations. For Eid, we developed a themed campaign that struck the perfect balance between relevance and humor.
Eid Campaign Overview:
- Messaging: “This Eid, give your cravings something to celebrate.”
- Visuals: Gold-accented, festive imagery with Boo’s signature twist (like burgers styled in Eid gift boxes).
- Content Mix: Countdown stories, an Eid special burger reveal, limited-time offers, and customer shout-outs.
- Engagement Hooks: Giveaways encouraging users to tag friends they’d share an Eid feast with.
The result? A cultural campaign that respected the occasion while staying true to Boo’s identity – fun, vibrant, and a little cheeky.
4. Influencer Engagement and Organic Buzz
As Boo’s content quality and consistency improved, inbound collaboration requests from influencers started increasing. We created a system to vet and engage with the right creators:
- Prioritized micro-influencers in the Dubai food community.
- Provided them with creative briefs to maintain brand consistency.
- Shared their content across Boo’s channels to encourage more UGC.
5. Conversion Optimization
To drive delivery orders, we optimized links, CTAs, and profile bios:
- Clear, rotating CTAs directing followers to Deliveroo or Talabat.
- Highlight covers that explained “How to Order” with swipe-up stories.
- Daily specials and limited offers designed to create urgency and clicks.
Results
Our structured approach and trend-driven content delivered strong, measurable outcomes within the first two months:
- 20% increase in physical store footfall, driven by localized content, real-time stories, and geo-tagging strategies.
- 40% increase in online delivery orders via Deliveroo and Talabat, attributed to CTA optimization and consistent promotional content.
- Eid campaign delivered peak engagement, bringing in new followers and first-time orders while strengthening community connection.
- Rise in influencer collaborations, driven by improved brand visibility and consistent aesthetic.
- Sustained growth in online engagement, translating to long-term community building and brand recall.
Final Word
At Content Kettle, we don’t just post content – we craft campaigns backed by data, aligned with business goals, and tailored to the brand’s voice. For Boo Burger, this meant building a magnetic online presence that brought more people through the doors and onto food delivery apps.
Looking to turn your quirky brand into a community magnet like Boo Burger? Let’s talk.
