2X Social Media Growth During 20% Market Drop: Electric Pawn Shop Case Study

In the competitive F&B landscape of Dubai, Electric Pawn Shop (EPS) faced a significant challenge during the summer of 2024. With a market-wide decline in consumer demand of over 20% and restaurant foot traffic down by 30–40%, the venue needed to revolutionize its social media strategy to maintain growth. Here’s how we achieved remarkable results through strategic adaptation and local-first thinking.

The Challenge: Navigating Seasonal Downturn

Electric Pawn Shop, a unique venue blending Asian mystique with New York’s counter-culture ambiance, encountered several hurdles:

• Consumer demand dropped by over 20% during summer 2024

• Restaurant and bar foot traffic decreased by 30–40% compared to winter

• Weekend-focused customer behavior required adaptation

• Market saturation and declining disposable income affected the entire F&B sector

Strategic Solution: Local-First Approach

To combat these challenges, we’ve implemented a comprehensive marketing overhaul focused on authentic local connections:

1. Visual Language Evolution

• Developed an animated visual language within the venue’s ecosystem

• Implemented consistent motion design across content

• Enhanced storytelling through dynamic visual elements

2. Authentic Content Strategy

• Integrated real-life (IRL) content capturing venue atmosphere

• Leveraged user-generated content (UGC) to build community and trust

• Showcased genuine customer experiences and interactions

• Featured behind-the-scenes content

3. Advanced Targeting Optimization

• Enhanced precise geo-targeting for local audience reach

• Optimized content delivery based on engagement patterns

Impressive Results: X2 on Key KPIs

We’ve achieved a complete brand refresh, successfully attracting new audiences:

• 124% growth in social media reach

• 55.5% increase in impressions

• 99.5% boost in content interactions

• 167% growth in Reels engagement

• 3% conversion rate from profile visits to external links

Key Insights for F&B Marketers

1. Adaptation is Crucial
   Success in Dubai’s dynamic F&B market requires constant adaptability, especially during seasonal downturns.

2. Be Authentic
   Success in Dubai’s international environment comes from being bold, confident, and staying true to your own vision.

3. Use Engaging Formats
   We would rank Instagram Reels and Stories as the highest-engaging content formats, demonstrating the importance of visual storytelling in F&B marketing.

While market challenges are inevitable, they also present opportunities for brands to reinvent themselves and strengthen their connection with their core audience.

As a 360° Creative Marketing Agency, we’re committed to craft campaigns with a long-lasting impact. We’d love to hear your thoughts and explore how our innovative strategies can help your F&B brand grow in today’s dynamic market.

Get in touch at kit@jeta.team and let’s make your marketing unforgettable too.