StixAsia - Case Study
Role: Social Media Strategist
Project Background
Joining the StixAsia team as a Social Media Strategist, I played a key role in expanding the brand’s digital presence and increasing audience engagement.
My onboarding coincided with the business’s one-year anniversary—a critical period of heightened marketing efforts. I collaborated with the Director, Social Media Manager, and marketing team to develop platform-specific campaigns that increased foot traffic, drove engagement, and fostered community. These efforts included social-first promotions, interactive content, and a high-impact giveaway, where winners received a trip to Japan for cherry blossom season. By leveraging targeted content strategies, our campaigns significantly boosted visibility and customer participation.
Role In Focus
As strategist, I wore multiple hats, supporting each team member to create a cohesive, impactful strategy.
Social Media Management: Working closely with the Social Media Manager, I co-wrote caption copy to promote exclusive anniversary deals and collaborated with the content team to produce engaging reels that showcased the dining experience. These reels and posts highlighted not just the food, but the sense of community and cultural connection StixAsia fosters, which resonated deeply with our audience. Our anniversary posts regularly generated over 9K views—a 32.7% increase from the previous month, demonstrating the strength of our community-driven content strategy.
Director Collaboration: In weekly team meetings, I pitched content ideas designed to boost foot traffic and increase awareness of the location. Using Keynote, I created presentations that analyzed past high-performing content, incorporated current social media trends, and drew inspiration from industry-leading accounts. I emphasized storytelling that highlighted the local, personal aspect of dining at StixAsia, showing how the experience was more than just a meal—it was an opportunity to connect with others, especially those in the Asian-American community.
Marketing Team: During brainstorming sessions, we explored strategies to increase foot traffic and enhance location awareness. We ultimately decided to leverage special discounts and highlight that simply visiting the restaurant would grant guests automatic entry into the giveaway contest, creating an incentive for both new and returning customers.
Media
Click on image to see post (when applicable).
Wrap-Up
At its core, my role was to bring a fresh perspective on showcasing the location and driving revenue growth. One key recommendation I made was to feature the restaurant’s exterior in content, ensuring potential visitors could recognize it from the outside—not just through the interior dining experience.
Through promotions, giveaways, and accessible incentives, our campaigns led to a 42% increase in foot traffic, added 3K new Instagram and Facebook followers, and built a library of high-quality content for future use—particularly expanding the brand’s focus on reels as part of its long-term strategy.
The response from customers was positive. Many visited with friends and family from out of town, eager to share the unique StixAsia experience—often citing our Instagram content as their inspiration for coming in. Customers especially resonated with the tone of our copy, which made them, as part of the Asian-American community, feel seen and excited about having a space they could truly relate to.
Tools Used
Premiere Pro // CapCut
Keynote // Canva
Google Drive // Photoshop