When our client, a well-established café brand with hundreds of stores overseas, decided to open its first location in North America, they knew they were stepping into a new market with unique challenges. Despite their success overseas, entering the North American market required adapting to a different culture, competition, and customer base. They needed a way to introduce themselves effectively and capture the interest of local consumers.

The challenge? While they had a recognizable name abroad, they were relatively unknown in North America. We knew our strategy needed to focus on increasing visibility, building local connections, and establishing a strong online presence that would drive foot traffic to their new location.

Through a combination of cultural storytelling, hyper-local targeting, and creative digital strategies, we helped the café grow their brand in the new market. 

Below are five strategies that helped us achieve impressive results.

We Leveraged Cultural Nostalgia to Attract Niche Audiences

One of the café’s key features was its nostalgic interior, filled with classic Hong Kong (HK) film references and cultural landmarks. We tapped into this cultural nostalgia to resonate with people who have an emotional connection to Hong Kong culture.

By sharing insights into classic HK films and showcasing how the café’s décor and atmosphere drew inspiration from these films, we created a deep connection with audiences. We posted about classic films like In the Mood for Love, tying them to the café’s interior and menu offerings. Ads targeted people within proximity of the store who had interests in Hong Kong cinema and culture, creating a buzz among those who identified with this heritage.

This not only established the café as a place for great drinks but as a cultural experience, making it more likely that people would share their visit on social media.

Creating Home Recipes Worth Sharing

When our client, a well-established café brand with hundreds of stores overseas, decided to connect with their North American audience, they chose a unique approach: teaching simple home recipes. By sharing step-by-step guides and eye-catching imagery, we showcased some of their most popular dishes, such as the delectable brick toasts and classic HK milk tea. This strategy not only demystified the recipes but also encouraged rapid sharing among viewers. As a result, our client saw significant growth in their social media presence, fueled by the widespread appeal and shareability of these enticing, easy-to-follow recipes.

Optimizing the Google Business Profile for Maximum Visibility

Since this was the café’s first North American location, we knew they needed to stand out in local searches, especially for customers using Google Maps to find new spots. We optimized their Google Business profile, which included:

• Posting frequent Google updates to boost SEO.
• Enhancing their local SEO strategy to ensure they ranked for search terms like “bubble tea near me” and “best café for studying.”
• Uploading high-quality images, videos, and a 360-degree tour to showcase the café’s ambiance, making an incredible first impression.
• Adding detailed menu photos that highlighted the café’s unique offerings.

Running ads on Google Maps within proximity of the store helped capture the attention of locals who didn’t yet know about the café. As a result, the click-through rate on their Google Business page increased by 230%.

Targeting University Students with Study Session Combos

With the café located close to a popular university, we developed a strategy to draw students during the quieter afternoon hours (2 pm-6 pm). We introduced affordable “Study Session Combos,” highlighting their shareability, free Wi-Fi, and comfortable seating—perfect for students looking for a study spot.

To showcase the space’s cozy couches and open layout, we created a 360 tour that allowed students to see the café’s ideal study environment. On top of that, we launched a monthly contest where students could create any kind of content inside the café. The only rule? They had to tag the location. One student’s video went viral, racking up over 50,000 views, further driving foot traffic from the university.

Encouraging User-Generated Content and Viral Engagement

One of the most effective strategies we implemented was encouraging user-generated content (UGC). Through the monthly contest, students and other customers were incentivized to create content in the café, tag the location, and share their experiences. The viral video from a student that reached 50,000 views not only drove traffic but also created a snowball effect, encouraging others to visit and participate.

By building a community of content creators around the café, we boosted social media engagement, increasing shares by 120% and followers by 2500 in just a couple of months. The combination of authentic customer experiences and quality content amplified the café’s reach and visibility across platforms.

Conclusion: A Recipe for Success

Through a blend of cultural storytelling, Google optimization, interactive DIY content, and community-driven campaigns, we helped this café make a bold entrance into the North American market. Our efforts resulted in:

• A 230% increase in click-through rates on their Google Business page.
• 120% more social media shares.
• Growth of their follower base to 2500 within a couple of months.
• A viral UGC video with over 50,000 views.
• Most importantly, a 325% increase in foot traffic to the café.

By focusing on the café’s unique cultural appeal, optimizing digital tools, and fostering a community through user-generated content, we were able to position the café as a must-visit destination for locals and tourists alike.