Piren
Piren has been a staple for the Kungsholmen neighborhood in Stockholm since it opened its door in 2011. In an effort to increase digital presence, Zero Folks was hired to take over their all marketing engagements and community building for the restaurant. This included a new website, a social media strategy, complimentary illustrations and content production.
Goals
The client had a very clear vision for what they seeked to accomplish:
- Increase community engagement and interactions through an active social media presence
- Improve brand consistency and messaging across all channels
- Refine demographic capture and audience retetion across digital platforms
- Implement a new venue booking system for businesses and large parties
Considerations
Similar to our challenges with Waxholms Hotell, Piren is beautifully, but it’s location makes casual foot traffic and spontaneous drop-in guests less common. For a place listed among the top 10 best waterfront restaurants in Stockholm, this meant we had to capture the attention fo its existing and prospective audience through new messaging.
Piren also changes throughout the year. Unlike some indoor restaurants in the city, Piren tries to embrace the seasonal differences in both its cooking and interior aesthetics. This meant we had to keep iterrating on the brand throughout the months.
Strategy
While their social media accounts already had an established audience, the social media strategy had not been consistent throughout the years. That’s why we decided early on that our approach had to be repeatable, transferable and relevant in addition to converting its community members into customers.
For us, Piren is a place of “come as you are.” It’s not posh or bold, nor is it cheap and on-the-go. It’s a place of pure enjoyment and being in the moment. From a social media perspective, we felt it had to balance traditional food aesthetics with a more entertaining and unpredictable narrative - just like the best social events are. Once we found our voice on social media, we knew all other touchpoints online would fall into place. This included their website, newsletter and promotions.
Delivery
We are proud to say our partnership with Piren is still ongoing. To date, some of our major deliverables include:
- A propriterary venue booking system for Piren, directly integrated with Waiteraid (first of its kind)
- A website based on the visual identity developed by Gustaf Boman
- InDesign templates for all of their menus
- A media bank of more than 500+ photos and videos
- Custom-built rewards systems for marketing partners to partake in after work deals
- Printed menus, banners, billboards and graphics
