Submitted by Hoopla MarketingAgency IPI Score 31/100

Riva Blu influencer campaign

Influencer Marketing

Hoopla Marketing invited 60 local lifestyle and food creators into Riva Blu restaurants in four UK cities, reporting 279 pieces of content, 2.6M reach and £117K in media value.

£117Kmedia value
2.6Mreach
25Kengagements
279pieces of content produced

Case in 60 seconds

Riva Blu needed awareness for Italian bar and restaurant sites in four different UK cities, along with its new seasonal menu, interiors and outdoor terraces.

Eating out is a local decision, so the campaign had to work four times over with creators whose followers live in each city.

Invite local lifestyle and food creators to dine at their nearest Riva Blu and show the experience as a guest sees it.

Hoopla researched, validated and invited creators in Manchester, Liverpool, Leeds and Birmingham, briefed each one, managed the rollout, then amplified the content through social campaigns.

Hoopla reports 60 influencers, 279 pieces of content, 2.6M reach, 25K engagements and £117K in media value, all agency figures with no campaign period, spend or covers outcome beside them.

Strategy Breakdown

Lifestyle and food audiences in Manchester, Liverpool, Leeds and Birmingham, reached through creators with engaged local followings matched to the brand.
Restaurant marketing promises atmosphere, but people decide where to eat from what they have seen friends and local creators post that week.
A multi-site restaurant brand has to earn attention city by city, because a recommendation in one city does nothing for a site in another.
Riva Blu used its own rooms, terraces and seasonal menu as the creative material, with creators as first-hand guests rather than presenters.
Food content is judged on whether it looks like somewhere the viewer could go this week, which favours local creators over national reach.

Creative & Execution System

Assets & channels

  • 279 pieces of creator content from 60 influencers
  • Instagram posts and reels from visiting creators
  • Social media amplification campaigns

Partners

  • Hoopla Marketing

Participation mechanic

  • Personalised invitations to local influencers to visit restaurants in Manchester, Liverpool, Leeds and Birmingham
  • Detailed creative briefs issued before the visits
  • All campaign content collected for the brand at the end of the period

Creator role

  • Lifestyle and food influencers documenting a meal at their local site
  • Creators named in the page embeds include mancexplores, laurendoooley and thilini.hewa

Results & Evidence

MetricValue
Pieces of Content Produced279
Engagements25K
Influencers Engaged60
Reach2.6M
Media Value£117K

Why Hoopla Marketing's strategy worked

  1. 1

    For a multi-site restaurant brand the unit of the campaign is the city, so creator selection has to be local to each site.

  2. 2

    A hosted visit gives creators something concrete to show, the seasonal menu, the interiors and the terraces, rather than a brand message to repeat.

  3. 3

    Validating creators for authority in the food and lifestyle niche before inviting them protects the credibility of the recommendation.

  4. 4

    Collecting all content at the end leaves the brand with 279 assets it can keep using after the campaign.

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