Building on the success of our content films for their digital signage and social media platforms, wagamama commissioned LEAP’s Film and Post team to create the #mixitup series of videos. We organised several shoots at different restaurant locations and explored various creative approaches for the edits. Our challenge was to find the most effective way of combining shots of the dishes with footage of wagamama’s servers sharing their favourite menu hacks.
Working closely with the wagamama marketing team, we established a format that would encourage customer engagement with the brand and menu items on social media as well as in the restaurants. We recognised that the main social media platforms for displaying our video content would be Facebook and Instagram rather than YouTube, so we shaped our postproduction approach accordingly. Instead of relying on a video blogger delivering a piece to camera, we combined wagamama’s branding and snappy animated text with dynamic video transitions as well as a soundtrack that could be heard or muted.
Each of the videos encouraged high levels of positive engagement on Instagram and Facebook with hundreds of thousands of Facebook views, not to mention plenty of fantastic comments, conversations and reactions.
wagamama’s digital marketing executive Aisling Lithgow said,
These mix it up videos performed so well for us, and it was one of our most engaged with social campaigns to date.