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Ember Inns

Reinvigorating digital comms for a nationwide pub chain

Ember Inns, part of the Mitchells and Butlers portfolio, tasked us with changing its digital marketing from offer led to brand-building.  We worked with them to create a brand story, and a content-driven marketing calendar, pushing out across email, social media, website and their loyalty app.

Key to brand building and driving premiumisation, we identified a critical content gap – we only had access to glossy menu photography, but no film content. As a proof of concept, we undertook a one-off filming day in pub with the chefs and team. The success of this lead to _motion running quarterly filming sessions to capture creative content used across all channels and re-purposed throughout the business.

Results

  • Increased email CTOR by 100%
  • More than doubled social engagement rate from 2.5% to 5.6%
  • Secured additional supplier funding for the brand, through creative content
  • Supported +55,000 app downloads

Diomed, Dermal Laboratories

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