Showcase: Yauatcha 10

Hakkasan in-house team with Yauatcha restaurant, September 2014

Yauatcha, the Hakkasan-owned dim sum teahouse in Soho, London, wanted to celebrate its tenth birthday with a month of promotions that would drive customers to the restaurant as well as increase social media engagement.

Posts were live-streamed on screens in the restaurant and online, with the best posts being rewarded with a box of macaroons and a signature cocktail.

During the promotion the restaurant put on a range of off-menu items, which changed each week. Customers were encouraged to share their experiences on social media using the hashtag #Yauatcha10.

The campaign attracted 33 pieces of press coverage in publications including The Telegraph Luxury, The Caterer, Elle UK, Red, and Grazia Daily.

Compared with the previous month, Yauatcha recorded a 213 per cent increase in mentions on Twitter, a 308 per cent increase in retweets and its website traffic increased by 90 per cent.

The secret off-menu dim sum in week one and the champagne cocktail in week four both sold out halfway through the first evening. As a result Yauatcha increased production for the remainder of the campaign.

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