Steamy Piggy Instagram Giveaway Campaign
Location:
4681 Convoy St, San Diego, CA
Role:
Branding, Visual Design, Marketing, Social Media
Timeline:
Aug 2023 - Sept 2023
Deliverables:
Contest Guidelines, Shirt Design, Instagram Graphic/Copy, Social Media Strategy, Merchandise
Steamy Piggy has been operating on Convoy Street since 2017. It has a constant flow of customers coming in to get a taste of its Chinese fusion foods. As the marketing manager of the SD Backyard team, I was tasked with increasing engagement and follower counts on Steamy Piggy's instagram.
The Challenge:
Steamy Piggy, a popular Convoy restaurant, wanted to grow its Instagram following and strengthen customer engagement.
The account had plateaued at 7.6k followers, and the owner asked me to develop a campaign that would drive visibility and interaction.
The Process:
I proposed a t-shirt giveaway contest where participants would like the post, follow the account, and tag friends for a chance to win. To bring the idea to life, I:
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Drafted contest guidelines and presented them for approval.
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Designed the giveaway t-shirt and coordinated production with a local printer.
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Created the Instagram post, including a realistic shirt mockup and promotional copy.
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Managed contest operations from launch to winner selection, including drafting winner messaging and coordinating prize fulfillment.
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The Outcome & Reflection
The campaign launched on August 30, 2023, and in just two weeks, Steamy Piggy’s Instagram grew from 7.6k to over 9.5k followers: a 1.9k+ increase. Engagement on the giveaway post was strong with over 500 comments, and the campaign successfully extended Steamy Piggy’s reach within the community.
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Due to its success, the owner requested more shirts to be produced and sold at the restaurant, turning the design into a merchandise opportunity. This project reinforced the impact of combining thoughtful design with strategic social media tactics and gave me valuable experience managing a campaign from concept to measurable results.