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

Up & Down Smashburgers Case Study

Up & Down

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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 & Down

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.

Up & Down

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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