pimp your dog

A site-specific activation at Dirty Bones Carnaby as part of local neighbourhood initiative Carnaby Eats. Diners were encouraged to go bespoke and ‘Pimp Your Dog’ with an interactive menu to customise Dirty Bones signature Yankee Dog.

I conceived this idea to increase guest engagement and drive enquiries and footfall. I wanted to create a high-impact activation that could be executed on a limited budget and with minimal use of team resources. The campaign theme, name and all assets created were in line with the brand pillars and TOV relating to NYC and hip-hop music.
This engaging activation also contributed content and talk-ability Carnaby London’s local marketing & PR campaign, Carnaby Eats.

results

• ‘Pimp Your Dog’ contributed to an increase of 143% in hot dog sales compared to August and 75% compared to July 19

• Generated a 20% increase in inquiries for Dirty Bones Carnaby (non-bookable venue)

• Increased social engagement, website traffic increased by 35%

• PR coverage secured on Time Out, Design My Night and extensive features on CarnabyLondon.com

• Increase in User Generated Content across Instagram and Instagram Stories

• Engaged and motivated venue team through introduction of this fun special

strategy

Conceptualised a bespoke menu card, designed and produced exclusively for this campaign

Created and executed supporting Digital Marketing campaign

Managed integration with Sales & Reservations team to ensure inclusion in  guest communications

Media and local partner liaison to ensure PR results

Briefed and collaborated with the Operations team to ensure seamless delivery of the campaign on site

Elevated guest experience through sourcing & design of branded promotional pencils