Salt Lick BBQ

Context: Salt Lick BBQ, a world-renowned Texas barbecue institution, needed to reestablish its position as a leader in the competitive Texas BBQ scene and drive tourism through an enhanced digital presence, specifically on TikTok.

Challenge: I was tasked with spearheading a TikTok growth strategy that would modernize the brand's social media presence, increase engagement significantly above industry standards, and attract new followers while reinforcing Salt Lick BBQ's legendary reputation.

Approach: I developed and implemented a data-driven TikTok content strategy featuring a strategic mix of user-generated content, trend-based videos, and team-focused content with an optimal posting cadence of three videos per week back-to-back. I personally assisted with eight video shoots and tag-teamed editing 120 videos to ensure consistent quality and brand alignment. Through rigorous A/B testing, I refined the content approach to achieve maximum engagement, carefully analyzing performance metrics to optimize future content. I helped the profile gain almost 35,000 new followers over 10 months through consistent execution and strategic content planning.

Outcome: The strategy delivered exceptional results: achieving a 2.3% engagement rate that significantly outperformed the industry average of 1.38%, representing a 14.4% increase in followers, a 240% surge in engagements, and a 470% rise in video views compared to the previous 10-month period. This successful strategy not only boosted Salt Lick BBQ's online presence but also reinforced the restaurant's reputation as a Texas BBQ leader, successfully bridging its legendary heritage with modern digital engagement.