The Brand
Hackney’s is a family-run restaurant chain located in Glenview, Illinois.
Our Goals
Launch a TikTok account that rebrands Hackney’s from an "old-person restaurant" to a humorous, hip, and playful community staple.
Create a platform that effectively showcases Hackney’s deals and unique charm to both loyal fans and future patrons.
Our Plan
Operation Find Our Community
Launch Relatability
Dip Our Toes In Community Engagement
PHASE ONE
Operation: Find Our Community
Hackney’s has been a cherished part of northern Illinois for over 80 years. Once home to six locations, we are now down to two, both in Glenview. Our priority in starting this Tiktok page is to reconnect with the community and remind residents that we’re still here.
To achieve this, we’ve embraced humor—a tone that’s unexpected for a restaurant with our traditional reputation. By adopting a playful and lighthearted voice, we aim to surprise our audience, spark curiosity, and build a sense of connection rooted in fun and nostalgia.
PHASE ONE - LAUNCH
Operation: Find Our Community
Thou Shalt Not Miss Happy Hour
Campaign and account launch post
The Strategy:
Hackney's isn't just located in Glenview; it's part of what defines Glenview's character. By showcasing other community staples, we show that we're all part of the same story.
Goal One: Land on the correct For You pages, define and connect with target audience through reaching maximum impressions.
Goal Two: Don’t talk at, talk with. Create content that encourages conversation.
Analytics of launch (one week posted):
Views: 247K
Likes: 26K
Comments:266
Total followers:609
PHASE ONE - MORE CONTENT
Operation: Find Our Community
People Are Dying to Try Hackney’s
Come Graze Our Menu
PHASE ONE - KPIS
Operation: Find Our Community
Goal One
Land on the correct For You pages.
Evaluation Status: Success
Metrics
New Viewers: 228K
68.1% Chicagoland area
Traffic Source: 99% For You page
“A girl did this” makes me laugh every time
Goal Two
Create conversation.
Evaluation Status: Success
Metrics: Engaging comment section
Opportunity to use replies to establish brand voice
Re-inform original message (we are still open)