Instagram as a Key Sales Channel: A Case Study of a Specialty Restaurant

About the project

«Phoenix is a restaurant in Kharkiv that creates the perfect setting for life's most important events. Three stylish banquet halls, custom decor, photo zones, off-site ceremonies, and an in-house pastry shop—this is a space where every detail creates an unforgettable impression.»

Website: fenixresto.com.ua

Subject:

Services:

Region:

Ukraine

Period for analysis:

20.05.2025 — 17.08.2025

Main tasks:

1. Increase brand awareness.
2. Attract a new audience and increase the number of subscribers.
3. Create an emotional connection with potential clients.
4. Increase the number of orders through Instagram.""

Results for 3 months:

New users: 44%
Subscriber growth: 159
Views on popular posts: 8 thousand

Features of working on the project:

The company's website is not actively maintained, so the Instagram account served as a visual portfolio and catalog of services.
We focused not only on showcasing banquet halls and decorations, but also on creating an emotional component to the content.

- Atmospheric moodboards for inspiration.
- Details of table setting and floristry.
- Stylistic solutions that make you fall in love with the concept even before your first encounter with the restaurant.
- Photos and videos from real weddings – sincere, emotional shots that capture the magic of the moment.

Thanks to this approach, the Instagram page has become a space where future clients can experience the Phoenix atmosphere online. This helped us actively warm up a new audience, demonstrate the unique atmosphere we create, and encourage people to choose Phoenix as their restaurant for weddings and banquets.«

What have we done for Phoenix?

We developed and implemented a comprehensive SMM strategy. We began with a market and competitor analysis: we researched the restaurant niche on Instagram, assessed trends, and identified key customer pain points when choosing a restaurant for special occasions. This allowed us to formulate the correct brand positioning for FENIX—a premium restaurant for memorable events.
We created a visual concept and developed a unique tone of voice—gentle, emotional, and inspired. We developed a brand style for posts, stories, and Highlights, giving the profile a unified and harmonious appearance.
We implemented a content strategy. We created categories: inspo, case studies, details, tests, and tips. We actively used various formats: carousels, Reels, moodboards, and interactive stories.
We brought in production and creative teams. We edited the photos to reflect the brand's visual code. We used photos and videos from real weddings to capture the raw emotion.
We created audience engagement mechanics. We launched interactive features: quizzes, polls, and story sections. We used calls to action (comments, Direct Messages, and saves). We communicate directly with subscribers to ensure everyone feels a personal connection with the brand.
We monitored analytics and optimization. We regularly monitored reach, saves, and Direct requests. We adjusted the content plan and categories based on audience behavior.

Created content that is engaging

The visual concept for FENIX was designed to ensure that every profile element supported a unified idea and created a complete brand experience. We also created a unique caption style: they not only describe the images but also add emotion—light, inspired, and yet elegant.

For the Instagram feed, we developed a cohesive composition where posts are interconnected and seamlessly follow each other. Each series develops logically and feels like a single story. The photographs were carefully processed: we worked with tones, light, and textures to preserve authenticity while emphasizing the warmth and atmosphere of the moments.

Results for 3 months

Without using paid promotion, we were able to achieve sustainable organic growth:

208,622 organic views.
44.1% audiences are new users who haven't subscribed yet.
The most popular posts have up to 8,430 views.
Subscriber growth in 3 months: +159.
The number of accounts that interacted with the page is 438.

Conclusion

The SMM strategy we developed for FENIX restaurant transformed the Instagram page into a powerful sales tool: visually appealing, emotionally engaging, and commercially effective. The content acts as a "portfolio" and a "magnet" for new clients, as each photo evokes the desire to host their event at FENIX.«

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Cost of SMM promotion

SMM – Light (FB or Instagram)

Main works:

Competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by an SMM specialist (15 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 20 posts in Stories within a month;
Preparation of situational content (up to 5 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 6 additional banners for "post promotion" (in a unified brand style);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 27,200 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM - Premium (Fb+Inst+Target)

Main works:

Analysis of competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by a designer (30 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 40 posts in Stories within a month;
Preparation of situational content (up to 10 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 10 additional banners for "post promotion" (in a unified brand style);
Targeted advertising: classic and dynamic remarketing (for eCommerce);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 53,900 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM from scratch (Fb or/+ Inst)

Main works:

Competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by an SMM specialist (12 posts);
Writing and publishing 12 posts in the news feed per month;
Preparing and publishing 20 posts in Stories within a month;
Preparation of situational content (up to 2 posts);
Targeting with the "post boosting" format to attract subscribers (3/12 posts participate in boosting);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 25,000 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM – Standard (Fb+Inst)

Main works:

Analysis of competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by a designer (30 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 40 posts in Stories within a month.
Preparation of situational content (up to 10 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 10 additional banners for "post promotion" (in a unified brand style);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: 39,700 UAH* Order