Case Study — Social-Led Local Discovery
Deltanoid managed this client's Instagram content, Meta Ads and Google Business Profile. Footfall is the client's business outcome — it reflects the combined campaign activity and the pub's own operation, and no figure on this page is attributed to a single channel.
THE CHALLENGE
Sundown Pub is a neighbourhood pub in Electronic City, Bangalore — catering to the large tech workforce in one of India's most concentrated IT corridors. The problem wasn't quality. It was discovery. Strong weekend crowd, loyal regulars, but mid-week tables empty and minimal digital presence.
The objective was to build the off-peak business, not just ride weekend demand. Instagram as the awareness and community-building engine, Meta Ads as the precision footfall driver, GBP to capture the 'pub near me' searches that happen every Friday evening at 6pm.
THE STRATEGY
Meta Ads work differently for F&B than for service businesses. People don't search for a pub the way they search for a spa. Discovery is key — showing the right content to people 2km away who are deciding what to do on a Friday evening. That's Meta's strength.
We built a three-layer system: Instagram content to build a local following and create retargeting audiences; Meta Ads to push geo-targeted promotions to people within 3km; GBP optimisation to capture 'pub near Electronic City' and 'best bar Bangalore south' searches. Each layer fed the next.
Footfall is an offline outcome. The published tracking mechanism for this engagement was offers and reservations; beyond that, no measurement system is on record — which is why this page shows one business outcome, not a strip of channel metrics.
Instagram builds the local audience
Content calendar and engagement create retargeting pools
Meta Ads push offers to people nearby
Geo-targeted promotions within 3km of the pub
GBP captures high-intent searches
'Pub near Electronic City' and similar local queries
Footfall tracked via offers and reservations
The published tracking mechanism for walk-in attribution
Footfall is a count of physical visits reported through the mechanisms above — not a platform conversion metric.
The 70% figure refers to weekend footfall specifically, against the pre-campaign baseline.
Month 1
Instagram content calendar established. GBP fully optimised. Meta Ads launched with awareness campaign — Reels content showcasing the pub atmosphere.
Month 2
Footfall tracking via offers and reservations. Weekend traffic notably up. Weeknight campaigns A/B tested with happy hour and live event promotions.
Month 3+
70% weekend footfall increase recorded vs. pre-campaign baseline. Instagram following growing month-on-month. GBP ranking improving for local searches.
One published business outcome, shown with its basis and its attribution boundary. No per-channel numbers were recorded for this engagement, and none are shown.
Client business outcome · tracked via offers and reservations, as published
ATTRIBUTION
Footfall is the client's business outcome. It reflects the combined effect of the Instagram, Meta Ads and GBP work Deltanoid ran, the pub's own product and operation, and local factors no agency controls — we don't claim sole credit for it.
Instagram growth and GBP ranking improvements over the engagement are described as published; they were not separately quantified, and no per-channel contribution to footfall was measured.
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