Dominion Road Precinct is a bustling cultural and culinary hub in Auckland, New Zealand, celebrated for its diverse cuisine and vibrant local community. The area has long been a destination for adventurous foodies, families, and professionals seeking a unique dining experience. Insight was engaged to elevate the precinct’s reputation and encourage more visitors by leveraging strategic social media campaigns and influencer partnerships.

The challenge

Dominion Road faced a dual challenge:

1. Awareness – Highlighting the precinct’s distinct culinary offerings and creating 'buzz' to attract both locals and visitors.

2. Engagement – Driving meaningful interaction with the precinct’s social media platforms to foster a sense of community and excitement.

   With a diverse audience including Auckland residents, students, and families and visitors, the campaign required a tailored approach to connect with each group while addressing safety and adventure as key themes.

The solution

We launched a strategic Meta ad campaign to boost awareness and get people talking. To showcase Dominion Road’s diverse food scene, we teamed up with influencers to reach a wider audience, while highlighting key messages about safety, public transport, and the dining experience. We also ran a giveaway campaign to keep the engagement high and get people interacting with the brand.

The impact

Our digital presence saw significant growth, with over 430,000 people reached across all ads. The campaign also saw us gain 100+ new followers on Facebook and Instagram. Influencer content contributed to a combined reach of over 156,200 views, enhancing the precinct’s visibility.