Devils Peak – Social Media Launch strategy

Devils Peak – Social Media Launch strategy

About this project

A launch strategy for the rollout of the new Devil’s Peak De Oude Restaurant.

Devil’s Peak Brewing Company’s latest venture,  Devil’s Peak De Oude, is situated in the lovingly restored 1677 heritage building of De Oude Welgemoed at the foot of Tygerberg.

De Oude is the perfect marriage of beer and comfort food, combined with beautiful natural surroundings. In the restored heritage building of De Oude Welgemoed, the complex boasted three different spaces: De Oude Manor House, the Bistro at Devil’s Peak De Oude and Alpha Beer Hall – each offering unique menus.

To help launch this amazing space Edge Digital assisted with a full launch strategy primarily focused around a multi-platform social media campaign.

We crafted Instagram and Facebook content for the launch campaign, which included a leaflet that was handed out in the surrounding area to promote awareness to residents in the area.

At Edge we do not limit ourselves to conventional channels when it comes to delivering the best strategy for our clients.

In addition to our social media campaign we wanted to blanket the launch of De Oude across as many food and beverage websites as possible. We collaborated with Eat Out, the premium online restaurant listing site in South Africa, to develop an enticing article about the launch as well as showcasing all of the De Oude spaces as listings on the website.

Edge also managed the uploading of De Oude restaurant profiles to other restaurant listings including TripAdvisor and Dining Out.
Through extensive research and leveraging our press contacts we sent out a press release to all relevant local news and media ensuring maximum exposure for the De Oude brand when they launched.




Date:  26/05/2014
Skills:  Portfolio
Client:  Devils Peak De Oude Restaurant
URL:  Launch