How we helped
Neil Perry
through the
Coronavirus Crisis

  • Client: Rockpool Dining Group
  • Goal: eCommerce
  • Channel: Instagram
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  • Neil Perry

  • Rockpool Dining Group

  • Video Production

  • Instagram

  • Facebook

  • eCommerce

No content is as effective as video in driving online sales. Which is why it was a central tool to help Neil Perry’s Rockpool through the Coronavirus crisis.

The lockdown laws came fast, and business owners such as Neil Perry had no time to prepare. Prior to the crisis, Rockpool Dining Group represented more than 80+ restaurants around the country and employed over 3000 staff. It was (and still is) a big business. The jewel of the crown is Rockpool’s Bar & Grill in Sydney’s CBD. A high end restaurant that is famous for its first class produce, such as Blackmore Wagyu Beef.

“David Blackmore’s Fullblood Wagyu is light years ahead of any other Wagyu product in Australia. It is beyond good” said Neil,  https://blackmorewagyu.com/

Demand for steak this good is always going to be high, and each Rockpool restaurant can seat hundreds of guests at a time. Suffice to say that there is always a significant amount of product (beef etc) stored on site at any time.

ROCKPOOL DINING GROUP


When the lockdown laws kicked in, Rockpool Dining Group was stuck with literally hundreds of thousands of dollars of perishable stock – through absolutely no fault of their own.

At the same time, demand for anything to be home delivered was skyrocketing, panic buying through the supermarket chains left the shelves in Coles an Woolworths bare, and eCommerce with its ease of online / anytime purchase was booming.

The Rockpool Dining Group engaged the Remap team to develop a series of short form videos, purpose built for Instagram that could promote the produce for sale through a make shift eCommerce App and Online Store that was provided by one of Rockpool’s beef suppliers.

Social Video

eCommerce Explainer

Steak Masterclass #1

SOCIAL VIDEO DRIVES ONLINE SALES


Within 24 hours, we had planned, scripted & shot a series of videos that promoted the beef for sale online. These social videos included 4 x steak cooking masterclasses, with Rockpool’s Neil Perry Restaurateur, and Corey Costelloe Rockpool’s Executive Chef.

The videos tapped into the surge in home cooking due to lockdown restrictions, using celebrity talent and directly driving online sales.

All of this was achieved within a very short period of time.

Each video was published Neil Perry’s own Instagram channels, and also sent via an eDM to Rockpool’s existing customer base.

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