Up & Down Smashburgers Case Study

First Three Months of Dynamic Digital Growth (September – December)

up & down smashburgers case study

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UP & DOWN's four-month journey is a striking example of strategic digital marketing success. This case study explores the significant growth in organic reach, profile activity, engagement, and the impact of influencer collaborations.

Social Media Management Overview

up and down social media screenshot

Influencer Strategy
Leveraging Influencer Networks: Collaborating with a diverse range of influencers to expand UP & DOWN's reach. This involved creating and sharing content that resonates with their audiences, significantly enhancing visibility and engagement.
User-Generated Content (UGC) Utilization: Encouraging influencers to create authentic and relatable content, fostering a genuine connection with their followers and boosting UP & DOWN's brand presence.

SEO Optimization
Content Optimization for Search Engines: Implementing an SEO strategy to enhance UP & DOWN's online visibility. This included optimizing website content with relevant keywords, improving meta descriptions, and ensuring mobile-friendliness for better search engine rankings.
Building Quality Backlinks: Focusing on acquiring high-quality backlinks to improve domain authority and drive organic traffic to the UP & DOWN website.

Website Redesign
Enhancing User Experience: Revamping the UP & DOWN website for a more intuitive, user-friendly interface. This involved optimizing the site’s layout, improving navigation, and ensuring a responsive design for various devices.
Incorporating Branding Elements: Integrating UP & DOWN's brand identity into the website design to create a cohesive and visually appealing online presence.

Engagement Focus
Interactive Content Creation: Developing content specifically designed to encourage audience participation and interaction, such as polls, quizzes, and engaging posts.
Community Building Initiatives: Actively responding to comments, hosting live sessions, and creating community-driven content to foster a strong, engaged follower base.

Achievements Overview

Organic Reach

  • Total Accounts Reached: 44,685
  • Follower Increase: 2,126 (14.6% increase)
  • Non-Followers Reached: 42.5k (164% increase)

Organic Impressions

  • Total Impressions: 89,910

Profile Activity

  • Total Profile Activity: 6,921
  • Profile Visits: 5,887
  • External Link Taps: 487
  • Business Address Taps: 547


  • Followers Engaged: 435 (26.6% increase)
  • Non-followers Engaged: 1,191 (193% increase)

Content Interactions

  • Reels Interactions: 1,987 (604% increase)
  • Post Interactions: 1,187
  • Story Interactions: 35

Search Engine Optimization Overview

UP & DOWN, a Boston-based burger and chicken restaurant, undertook a focused three-month SEO campaign, aiming to bolster its online visibility.

Content Audit and On-Page SEO:
Optimized website content and meta tags.

Technical SEO Improvements:
Monitored and improved site performance and user experience.

Diverse Backlink Acquisition:
Gained valuable backlinks through business listings, social media, articles, and blogs.

Keyword Ranking Success
Notable improvement in organic rankings for targeted keywords such as "Burgers Boston," "Chicken Sandwiches Boston," and "Smash Burgers Boston."
Achieved top rankings for brand-specific keywords, including "Up&Down."
Consistent progress in Google Maps rankings, enhancing local search visibility for keywords like "burger in Boston" and "Boston burger restaurant."
Continuous Monitoring Regular tracking and adjustments based on keyword ranking fluctuations and SEO performance metrics.

The strategic SEO efforts over three months successfully enhanced UP & DOWN's search engine rankings for key terms, significantly increasing their digital footprint in the competitive Boston dining market.

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Influencer Results

  • Influencer Activations: 26
  • Collaborative Reels Views: 251,469
  • Reach for In-Feed Posts: 4,621
  • Unique Pieces of Content: 29

Frequently Asked Questions

Key factors included a targeted content strategy, engaging a wider audience, and an effective influencer collaboration approach.

Influencer collaborations significantly amplified UP & DOWN’s reach, especially through reels, creating a substantial impact in terms of views and follower engagement.

Absolutely. These strategies are adaptable and can be tailored to fit various business models seeking to enhance their digital footprint.

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