Social Media Project Highlight: Mama Margie’s Mexican Cafe

August 28, 2014

To help popular fast-casual Mexican food restaurant, Mama Margie’s, grow and engage their social following, Robot Creative developed and implemented a social strategy that encourages sharing, two-way conversations and fan-created content.

  • Mama’s Favorites Campaign — With this ongoing campaign, photos posted by fans on Instagram are selected and shared on the Mama Margie’s official Facebook page. By cross-promoting the official Instagram account and Facebook page, the campaign has dramatically increased engagement in both channels while also providing a wealth of fan-generated content.
  • Facebook-specific flash deals reward shares and comments with extreme offers available only for a very limited-time. On April Fools’ Day, a Facebook post claiming that the restaurant was considering dropping a popular menu item (bean and cheese tacos) exploded with 371 comments and 60 shares. A follow up post explained the joke and offered bean and cheese tacos at $0.50 each, nearly half off the regular price, for that day only. The follow up post also received 57 comments and 166 shares.
  • Regular monitoring and response engages followers in conversations. Tweets from official Mama Margie’s Twitter account strive for a “sassy mama” voice, increasing the “share-ability” of the communication with a little humor.
  • In-store promotion drives social media campaigns further, with table tents that encourage users to share photos and experiences on social media.
  • Paid Facebook advertising also plays a role in the overall approach, helping to grow followers and promote posts to people not already connected to Mama Margie’s.

As a result of these tactics over the first six months of implementation, Mama Margie’s Twitter following grew 99% and Instagram following grew 332%. In addition, Facebook content reached over 1.5 million people, Mama Margie’s was mentioned directly in over 250 tweets and Instagram hashtag engagement increased by 41%.

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