Marketing - Expat.Food Hannover
Social Media Marketing (SMM)
Case: Expat.Food Hannover
Comprehensive Digital Marketing and SMM Support
Overall task - The Expat Food restaurant in Hannover operated in a competitive environment and needed systematic digital promotion for:
- increasing the flow of guests to the establishment
- attracting orders through delivery
- enhancing brand recognition among the expat audience
- stabilizing the cost of customer acquisition
The main problem at the start was the lack of a structured marketing system: content was published irregularly, advertising was not scaled, and there was no clear funnel for engagement.
What was done:
1. Strategic Foundation
I completely relaunched the digital direction:
- Conducted an analysis of the local Hannover market and competitors.
- Identified key segments of the target audience.
- Formulated the restaurant's positioning as a comfortable place for the international community.
- Built a marketing structure: organic + paid traffic + delivery.
- We did not just "launch advertising," but built a system.
2. SMM and Content System
A systematic approach to content was implemented:
- Developed a content strategy focused on appetizing visuals, atmosphere, and social proof.
- Built a content funnel:
- reach → engagement → trust → orders
- Launched regular Reels to increase organic traffic
- Implemented UGC and guest reviews.
- Worked on the brand's tone of voice.
- Content ceased to be chaotic — it began to work for sales.
3. Targeted Advertising (Meta Ads)
A structured advertising account was created:
- Campaigns to attract guests to the restaurant.
- Campaigns for delivery orders.
- Working with cold audiences.
- Retargeting interacting users.
- Local geo-targeting in Hannover.
- Main focus — performance approach and optimization for conversion.
4. Analytics and Optimization
I regularly analyzed metrics:
- CTR
- CPC
- CPL
- Conversion to orders
- Cost per purchase
- Conducted A/B testing of creatives and offers.
- Optimized audiences and budget, scaled profitable connections.
Result:
A full-fledged digital promotion system was built
Stable flow of orders through social media
Optimized customer acquisition cost
Average purchase price — up to $3
Increased brand recognition among the local audience
I acted as a full-cycle Digital Marketing Specialist:
- Strategy
- SMM
- Content
- Targeted Advertising
- Analytics
- Scaling
This was not a one-off advertising launch, but a comprehensive marketing transformation of the restaurant's digital direction.
Comprehensive Digital Marketing and SMM Support
Overall task - The Expat Food restaurant in Hannover operated in a competitive environment and needed systematic digital promotion for:
- increasing the flow of guests to the establishment
- attracting orders through delivery
- enhancing brand recognition among the expat audience
- stabilizing the cost of customer acquisition
The main problem at the start was the lack of a structured marketing system: content was published irregularly, advertising was not scaled, and there was no clear funnel for engagement.
What was done:
1. Strategic Foundation
I completely relaunched the digital direction:
- Conducted an analysis of the local Hannover market and competitors.
- Identified key segments of the target audience.
- Formulated the restaurant's positioning as a comfortable place for the international community.
- Built a marketing structure: organic + paid traffic + delivery.
- We did not just "launch advertising," but built a system.
2. SMM and Content System
A systematic approach to content was implemented:
- Developed a content strategy focused on appetizing visuals, atmosphere, and social proof.
- Built a content funnel:
- reach → engagement → trust → orders
- Launched regular Reels to increase organic traffic
- Implemented UGC and guest reviews.
- Worked on the brand's tone of voice.
- Content ceased to be chaotic — it began to work for sales.
3. Targeted Advertising (Meta Ads)
A structured advertising account was created:
- Campaigns to attract guests to the restaurant.
- Campaigns for delivery orders.
- Working with cold audiences.
- Retargeting interacting users.
- Local geo-targeting in Hannover.
- Main focus — performance approach and optimization for conversion.
4. Analytics and Optimization
I regularly analyzed metrics:
- CTR
- CPC
- CPL
- Conversion to orders
- Cost per purchase
- Conducted A/B testing of creatives and offers.
- Optimized audiences and budget, scaled profitable connections.
Result:
A full-fledged digital promotion system was built
Stable flow of orders through social media
Optimized customer acquisition cost
Average purchase price — up to $3
Increased brand recognition among the local audience
I acted as a full-cycle Digital Marketing Specialist:
- Strategy
- SMM
- Content
- Targeted Advertising
- Analytics
- Scaling
This was not a one-off advertising launch, but a comprehensive marketing transformation of the restaurant's digital direction.