Transforming Digital Marketing for Khyber Pass London

Introduction

Khyber Pass, a renowned Pakistani restaurant located in the heart of London, aimed to expand its customer base, improve retention, and optimize advertising costs to ensure sustainable growth in a competitive market. I spearheaded the digital marketing initiatives, focusing on graphic design, paid media, and customer-focused strategies.

Challenges

High Advertising Costs: Inefficiencies in paid media campaigns led to high CPM (Cost Per Thousand Impressions), limiting the return on investment.
Low Customer Retention: The restaurant struggled to re-engage existing customers, impacting overall loyalty and repeat business.
Acquiring New Customers: Identifying and reaching a wider audience remained a significant challenge in London’s competitive dining industry.

My Approach

To overcome these challenges, I implemented a multi-pronged strategy focusing on cost-effective paid media, audience targeting, and engaging visual content.

Graphic Design:
- Designed visually appealing social media creatives, including promotional posts, event flyers, and menu highlights.
- Ensured brand consistency across all platforms to enhance recognition and professionalism.
Paid Media Optimization:
- Reduced CPM: Optimized ad campaigns by testing different creatives, audiences, and ad placements, decreasing the CPM from £7 to £0.68 over six months.
- Lookalike Audiences: Used existing customer data to create lookalike audiences on Facebook and Instagram, successfully expanding the reach to potential diners with similar preferences.
Customer Retention Strategies:
- Developed custom audiences for remarketing, targeting customers who had previously interacted with the brand.
- Ran personalized offers and exclusive promotions to drive repeat visits and enhance loyalty.

Results

Cost Efficiency:
- Achieved a 90% reduction in CPM, significantly improving the cost-effectiveness of advertising campaigns.
Increased Retention:
- Leveraged custom audience strategies to improve the customer retention rate by re-engaging past customers through tailored content and offers.
New Customer Acquisition:
- Built a strong new customer base using lookalike audiences, driving higher engagement and foot traffic to the restaurant.

Conclusion

Through strategic graphic design, targeted paid media, and innovative audience-building techniques, I successfully transformed the digital marketing performance for Khyber Pass London. By decreasing advertising costs, enhancing customer retention, and acquiring new diners, the restaurant experienced sustained growth in one of the most competitive markets in the UK.