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.
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.