Deltanoid

Case Study — Social-Led Local Discovery

Sundown Pub

70%Increase in weekend footfallVs. pre-campaign baseline, as published · Recorded at month 3+ of the engagementA business outcome from combined Instagram, Meta Ads and GBP activity and the pub's own operation — not attributed to any single channel.

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.

Neon Sundown sign with a citrus-slice motif mounted above a patterned bench in an arched alcove
The Sundown neon sign at the entrance alcove.
Lounge seating area with patterned armchairs, arched windows and a wood-panelled ceiling
The lounge seating area.
Bar counter with backlit shelves, bar stools and armchair seating under a slatted ceiling
The bar counter and seating.

THE CHALLENGE

Great product. Loyal regulars. Empty tables on weeknights.

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

Instagram builds the brand. Meta Ads drives the walk-in. GBP captures the search.

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.

  • Instagram content strategy: F&B photography, atmosphere content, event and offer posts
  • Meta Ads targeting Electronic City residential areas within 3km radius
  • Campaign types: awareness Reels + direct footfall offers (happy hour, weekend specials)
  • GBP optimisation for 'pub near Electronic City', 'best bar Bangalore south'
  • Retargeting audiences built from Instagram engagement and website traffic

How the outcome was tracked

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.

  1. Instagram builds the local audience

    Content calendar and engagement create retargeting pools

  2. Meta Ads push offers to people nearby

    Geo-targeted promotions within 3km of the pub

  3. GBP captures high-intent searches

    'Pub near Electronic City' and similar local queries

  4. 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.

Engagement timeline

  1. Month 1

    Instagram content calendar established. GBP fully optimised. Meta Ads launched with awareness campaign — Reels content showcasing the pub atmosphere.

  2. Month 2

    Footfall tracking via offers and reservations. Weekend traffic notably up. Weeknight campaigns A/B tested with happy hour and live event promotions.

  3. Month 3+

    70% weekend footfall increase recorded vs. pre-campaign baseline. Instagram following growing month-on-month. GBP ranking improving for local searches.

The result

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.

Published business outcome

Client business outcome · tracked via offers and reservations, as published

70%Increase in weekend footfallVs. pre-campaign baseline, as published · Recorded at month 3+ of the engagementA change in physical weekend visits — a business outcome, not a platform-reported metric.Reflects combined Instagram, Meta Ads and GBP activity and the pub's own operation — no single channel is credited.

ATTRIBUTION

How this result is attributed

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.

LIMITATIONS

What this page does not show

  • The footfall measurement method beyond 'offers and reservations' is not documented — no counting system or export is on record.
  • The pre-campaign baseline period is not published; the 70% weekend-footfall figure carries no start and end dates.
  • Instagram follower counts, reach, and GBP ranking positions were not registered for this engagement — no per-channel numbers are claimed.
  • No account screenshots or platform exports are published for this client.
  • Revenue, covers, and reservations volume were not measured by us and are not claimed here.

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