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Balay sa Busay – A Case of Food as a Destination

Balay sa Busay is a Filipino restaurant located in Brgy. Busay, Cebu City. With decades of running a business in the food industry which usually their brands are launched through traditional channels (print, PR, and media), the management wanted to implement digital innovation through the use of social media to reach its business goals. It is our privilege to collaborate with the brand’s digital journey every step of the way.


Balay sa Busay

Project Duration

August 2018 – Present


Digital Innovation


To launch the restaurant using digital tools and raise awareness about the brand.

Our Approach

Qualitative Research and Collaboration

Before the launching, the team has met with Balay’s Marketing Team to assess the situation. This has helped us understand the brand and the challenges that we need to address the use of digital tools. We also conducted qualitative research to help us further understand the target audience preference when it comes to food as a destination.

Our Solution

Segmented Content Marketing

After we have consumed 100 cups of coffee and back and forth collaboration with the BOSINA STUDIOS Team, we have come up with a content marketing plan that is segmented based on the type of customers and what day and time they would usually visit the restaurant.

We launch the brand in a series of Facebook and Instagram posts. We also activate digital ads campaign on Facebook and Instagram using “engagement and store visits” as objectives. It gives us the chance to connect to the local audiences and drive traffic to the restaurant. To make things easier for the customer to locate Balay, we use the “Get Directions” as a call-to-action button to the ad campaign.

Lastly, we incorporate influencer marketing on our strategy to widen the reach. We’ve invited a diverse set of influencers from micro to macro level with a different niche to experience Balay sa Busay through casual dining.

The Result

Fully booked reservation + 4.0 Average Rating

The result of our efforts paid off with increasing organic followers both on Facebook and Instagram channels with highly engaged customers and fully booked reservations.

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