Social media for a real restaurant client. Organic beat paid advertising.
The problem
A French-Norwegian brasserie in a 250-year-old building on the Porsgrunn waterfront. Strong restaurant, weak social presence: no identity, irregular posting, and 87% of views bought through ads — 10,000+ paid views had produced 9 net new followers. Reach without connection.
The approach
Built the identity first: a visual style guide, an on-site photo shoot, a content calendar of 2–3 organic posts a week. Ran two event campaigns and covered the Telemark beer festival live. Then proved it with data — exported Meta Business Suite numbers and calculated the results ourselves. Two-person team with Thea Brede Kallevig.
The result
All three SMART objectives beaten by a wide margin. The 30% reach target became +277%. The 20% engagement target became +530%. Organic content outperformed four weeks of the client's paid advertising.
Instagram ↗becksbrasserie.no ↗