Restaurants · Content & Personality
Smokey Woods: giving a restaurant a face the city remembers
A personality-led content approach for a restaurant in Irbid, with paid campaigns split by goal, from the June 2026 report.
Results
Client overview
Smokey Woods Burgery is a burger restaurant in Irbid, Jordan. The June 2026 report covers its first full month of structured content and campaigns.
Industry
Restaurants: burgers and grill
Business challenge
Build recognition for a restaurant account in a city where most restaurant pages look alike.
Marketing problem
Menu-only content gives people no reason to remember or follow a restaurant, and campaigns that stop early cannot build frequency.
Strategic approach
Build a recurring character, “Abu Zaid”, around the food, then use paid campaigns to put that character in front of a new audience and to start conversations.
Marketing strategy
- One recognisable personality across reels
- Traffic campaigns for awareness, message campaigns for orders
- Healthy frequency so the audience is not exhausted
- Move to kitchen and behind-the-scenes content to turn followers into customers
Execution plan
- Reels featuring Abu Zaid
- Five paid campaigns launched between 23 June and 3 July
- Weekly read of reach, frequency and link clicks
- July plan: five kitchen reels, five new Abu Zaid reels, eight product and interactive posts
Campaign structure
- Traffic: “From Abu Zaid” and “Wajid only”
- Messages: three campaigns, including a meat-focused Thursday and Friday offer
Campaigns (selected rows from the report)
| Campaign | Goal | Reach | Impressions | Frequency |
|---|---|---|---|---|
| “From Abu Zaid” (23/6) | Traffic | 31,770 | 52,626 | 1.66 |
| Messages (24/6) | Messages | 4,371 | 8,126 | 1.86 |
| WhatsApp sales (30/6) | Messages | 3,827 | 6,333 | 1.65 |
| Meat offer, Thu & Fri | Messages | 4,499 | 7,518 | 1.67 |
| “Wajid only” (3/7) | Traffic | 12,247 | 14,684 | 1.20 |
Creative direction
- A character-led voice instead of menu posts
- Real kitchen footage to build trust
- Product, wisdom and interactive posts to build the page’s visual identity
Solution
A character-led content line plus goal-based campaigns, read weekly against a target for each metric.
Business impact
June 2026: 184.8K Instagram views, 65.9K reach and 3.7K interactions; Facebook ended 54% above its monthly goal, and link clicks rose 332%. The report notes that all five campaigns were paused by the end of the period and names continuity as the one mistake to fix.
Key learnings
- A character gives a restaurant something to be remembered for
- Ads that stop early waste the awareness they started
- Frequency below 2 left room to scale