Louis Restaurant

"Welcome to Louis, check your coat, take a booth, sip a glass, savour the food. We’ll set the stage! Let us transport you to the Golden Age, to enjoy timeless live music, delicious Italian American cuisine, fine world wines and classic cocktails poured straight up."

The Project

Louis Restaurant, a vibrant American-Italian dining experience in Manchester, needed a dynamic social media strategy for its grand opening. I was tasked with creating content that set the brand apart from day one. Creating a robust strategy and content plan.

THE KPIS

Grow Instagram Presence: Target was 20k followers pre-launch.
Build Email Marketing Database: Target was 10k sign-ups.
Drive Bookings for Key Events: Showcase unique offerings like Supper Club and seasonal themes.

RESULTS

30k followers before launch

19k email sign-ups,

Sold-out first month of bookings

I focused on building an authentic online presence that reflected the restaurant’s unique character, using creativity, strategic partnerships, and a solid content plan

Content played a key role in shaping the restaurant's premium image. The campaign centred around authenticity, evoking a lavish New York-inspired atmosphere. I worked closely with photographers and content creators to create engaging shoots promoting exclusive events, ensuring content that felt both upscale and approachable. Social activations drove visibility, building anticipation and reinforcing Louis as the go-to destination for elegance and fun and reels brought the energy, showed the quality of ingredients and atmopshere.

Supper Club

I led a photoshoot campaign for Louis Supper Club, capturing a decadent and luxurious vibe that perfectly aligned with the brand’s upscale experience. The goal was to drive engagement, increase bookings, and showcase the restaurant’s unique
appeal to its target audience. Social posts achieved up to 9% engagement.

Live at Louis

With music at the soul of the brand, I launched a content series that celebrated the artists bringing Louis to life. From live performance teasers to candid interviews and behind-the-scenes moments, the campaign offered an intimate look at the talent behind the tunes.

Drinks & Food

Inspired by timeless Italian-American favourites, the menu at Louis brings bold flavours, fine ingredients, and a little East Coast nostalgia to the table. I created content that celebrated not just the food, but the full dining experience — from classic cocktails with a twist to beautifully plated dishes designed for indulgence and occasion. With every image and word, the goal was to reflect the warmth, flair, and refinement at the heart of the menu — bringing a sense of theatre to the plate and the glass, and giving audiences a taste of what to expect before they’d even booked.

Uniform

Style met substance in the custom uniforms designed for Louis — a key detail that helped introduce the brand’s identity from the very first impression. With a nod to classic tailoring and subtle vintage cues, each look was carefully considered to reflect the elegance, charm, and modern heritage of the space.

As part of the wider campaign, I spotlighted the uniforms not just as workwear, but as a wearable extension of the brand — reinforcing the experience and elevating the team’s presence both in person and across social channels.

Louis Manchester Post Edition 1

To build buzz ahead of launch, I created a VIP loyalty scheme with a twist — designing an exclusive coin and crafting a limited-edition print newspaper to go with it. Inspired by old-school journalism and classic city culture, we brought it to life with a nostalgic photography shoot across Manchester.

The campaign became a city-wide social moment — with seeding kits delivered by to key individuals across the city.

Halloween - Folie a Deux

For Folie à Deux, I conceptualised and executed a
bold and dramatic Halloween campaign inspired by the Joker movie. The campaign's aim was to captivate audiences, elevate engagement, and drive bookings through a mix of striking visuals and strategic storytelling. Stories played a pivotal role, used consistently in the build-up to the event and as a main driver of audience interaction.
Feed posts complemented the campaign by providing more in-depth visual storytelling. Performance Metrics: Stories were instrumental in achieving 27% of total bookings.