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In this comprehensive Burger Singh case study, learn how a targeted influencer strategy drives 146% higher reach for Burger Singh’s new outlet launch in Bangalore.
Campaign Highlights
Reached 488K Unique Users
116% Engagement Growth
146% Campaign Reach Boost
The Challenge
Burger Singh, the largest Made-in-India burger chain with over 175 outlets nationwide, was about to launch a new outlet in Bangalore and needed to create a buzz to attract local foot traffic. For this project, the primary objective was to build awareness and excitement around the outlet, ensuring that the launch reached a wide audience and generated footfall among the city’s diverse food lovers.
The Goal
The goal of the campaign was to drive awareness and promote the opening of the new Burger Singh outlet by leveraging influencer marketing. By organizing creator visits and fostering genuine connections with a range of nano and micro influencers, the aim was to create a buzz and encourage both online and offline engagement.
The Strategy
We tailored our approach to deliver content that would emotionally resonate with the target audience while effectively communicating the brand’s key messages, including highlighting the new outlet, its diverse offerings, and the unique dining experience. The focus was on achieving high engagement rates, encouraging visits to the new location, and spreading awareness among the city’s food lovers.
1. Awareness & Buzz Creation
- We partnered with a mix of lifestyle and food influencers who could authentically showcase the Burger Singh experience.
- By including influencers from various tiers, nano, micro, and macro, we ensured a balanced strategy that reached different audience segments and fostered deep connections.
- Influencers created content that was engaging, fun, and informative, generating excitement around the outlet’s offerings and locations.
2. Leveraging Local Influencers
- Regional influencers were crucial in amplifying the campaign’s message within Bangalore. This helps us drive awareness among locals who would be most likely to visit the new Burger Singh outlet.
- The creators played a vital role in bridging the gap between the brand and the audience, building trust and credibility while encouraging real-time engagement.
Who Did We Work With?
Earnly specializes in identifying the right influencers to create high-quality, engaging content for Burger Singh’s new outlet launch. By collaborating with relevant creators across the influencer pyramid, we drive outlet visits, generate strong local awareness, and encourage audiences to experience the new store firsthand.
The Results
20
Total Influencers
488k+
Audience Reach
116%
Engagement
146%
Reel Views Growth
1. Audience Reach
The Burger Singh’s influencer campaign achieved impressive audience reach, with 488,000 people exposed to the brand’s messaging through 20 creators. The reach was driven by a strategic combination of nano, micro, and macro influencers, whose locally relevant followers in the Bangalore market helped amplify the campaign’s visibility. The diverse mix of creators played a key role in achieving record-breaking awareness for the new Burger Singh outlet, positioning it as a go-to destination for local food enthusiasts right from the outset.
2. Engagement Metrics
The campaign delivered an impressive engagement rate (ER) of 2.16%, more than double the industry average of 1%. This 116% increase over the expected ER highlights the campaign’s ability to foster strong interaction and interest from the target audience.
3. Views & Impressions
The campaign significantly outperformed expectations, reaching 486,107 people, far surpassing the initial goal of 200,000. This marks a 146% growth over the anticipated reach, highlighting the extensive visibility the campaign gained.
Our Top Performing Creators
Key Takeaway
The Burger Singh Bangalore outlet launch digital case study proved that influencer content, when strategically aligned with local engagement, can drive immediate foot traffic and significant brand visibility. This wasn’t just about reaching an audience; it was about creating a genuine buzz and building strong local connections.
- Multi-tier creator strategy drove full-funnel results. Creator content built awareness, while personalized influencer experiences sparked local interest and in-store visits.
- Only 20 creators generated 488K total reach, with high engagement rates surpassing industry averages, demonstrating the impact of local, authentic voices in quick-service restaurant (QSR) marketing.
- The campaign’s use of nano, micro, and macro influencers helped ensure deep resonance across diverse audience segments, establishing Burger Singh as a local favorite from day one.
- Instagram emerged as the most effective platform for gaining a high-intensity burst of content, proving the importance of tailoring content for platform-specific audiences.
- The campaign’s strong reach, engagement, and real-world footfall show that when influencer content aligns with local needs and interests, it can create long-term brand impact and immediate ROI.
Also Read: Biryani By Kilo Case Study
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