Kappo Tsan’s Social Media Launch
Context
- For Kappo Tsan’s opening, I led the initial Instagram launch campaign, introducing the restaurant’s philosophy while building anticipation throughout its soft opening. I helped developed a narrative-driven content strategy rooted in the chefs’ Japanese and Taiwanese heritage, their craftsmanship, and the experience of kappo dining.
- Through a combination of photography, Instagram Reels, and influencer partnerships, we focused on storytelling to spark curiosity, create an emotional connection with the audience, and establish Kappo Tsan’s brand identity before its doors officially opened.
- I helped developed a narrative-driven content strategy rooted in the chefs’ Japanese and Taiwanese heritage, their craftsmanship, and the experience of kappo dining.
Establishing the Chefs
The campaign began with archival and vintage photography of the restaurant’s two chefs, both well-known figures in Orlando’s culinary scene. These images highlighted their individual journeys and celebrated their Japanese and Taiwanese roots, positioning Kappo Tsan as a deeply personal expression of their culinary backgrounds.
Building intrigue
Next, we introduced the restaurant through intimate close-up photography of the interior. Instead of revealing the entire space, we focused on textures, materials, lighting, and architectural details to create anticipation and encourage audiences to imagine the experience before stepping inside.
Reels Campaign
A four-part Instagram Reels series established the foundation of what Kappo Tsan represents, that was then boosted to garner more reach. Each reel explored a different aspect of the concept, blending storytelling, Japanese and Taiwanese nostalgia, and menu-focused content to introduce audiences to the experience and identity of Kappo Tsan.
Resulted in a total of 154K views | 22% engagement rate | 405 profile visits | 1k website clicks
Launch amplification Through Influencers
To support opening week, we integrated a targeted influencer marketing campaign. Local food creators were invited to experience the restaurant, generating authentic first impressions and expanding awareness through user-generated content.
Resulted in a total of 85K views | 545 new followers