San Antonio Restaurant Influencer Marketing Case Study | SA Seafood Campaign Results
Celebrating a 5-Year Anniversary With a Digital Strategy
San Antonio Restaurant Influencer Marketing Case Study | SA Seafood Campaign Results
Celebrating a 5-Year Anniversary With a Digital Strategy
SA Seafood was seeking to increase brand awareness for their 5-year anniversary and the introduction of several new menu items. The restaurant also wanted to grow their Instagram following to expand their digital presence and reach new customers in the San Antonio area.
Campaign Overview and Primary Marketing Goals
Embark Marketing recommended a targeted influencer campaign featuring 6 carefully selected San Antonio food influencers over the course of 6 weeks (October 15 – November 26, 2025). This strategic approach was designed to increase brand awareness through social media – specifically Instagram and Facebook – by leveraging the authentic voices and engaged audiences of local food content creators.
The content created was intentionally evergreen so it could be repurposed as user-generated content (UGC) for SA Seafood’s ongoing marketing efforts. Each influencer was incentivized with a $50 gift card for a giveaway, creating a direct funnel from the influencer’s audience to SA Seafood’s Instagram account while also encouraging restaurant visits.
Why SA Seafood Chose Influencer Marketing
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Driving Brand Awareness Through Local Food Creators
Influencers have strong engagement within niche foodie communities and are seen as trusted voices, particularly when recommending local restaurants.
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Leveraging Instagram and Facebook for Restaurant Growth
The campaign utilized collaboration posts, story reposts, and interactive Instagram tools to amplify content visibility and engagement.
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Gift Card Giveaways to Boost Follows and Foot Traffic
Each influencer hosted a giveaway requiring participants to follow SA Seafood’s Instagram account, increasing both digital and in-person engagement.
Influencer Marketing Budget & Campaign Investment Breakdown
Total Campaign Spend and Resource Allocation
Total Campaign Investment: $4,924
Breakdown:
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Embark Marketing campaign management: $1,500
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Influencer partnerships: $3,124
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Gift card giveaways: $300 (6 influencers × $50)
Campaign Structure & Engagement Strategy
The giveaway mechanism helped drive:
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New Instagram followers
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Customer awareness within the targeted market
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In-store visits
How the Restaurant Influencer Campaign Was Executed
Selecting the Right San Antonio Food Influencers
Several San Antonio foodie influencers were reviewed based on:
Engagement Rate & Audience Quality
Influencers with higher engagement (vs. follower count) were prioritized to ensure authentic interest.
Demographic Alignment With Target Customers
Audience age, location, and behavior were analyzed to ensure alignment with SA Seafood’s customer base.
Content Style and Brand Fit
Influencers with strong photography and appetizing food content were selected to authentically represent SA Seafood.
Local Presence and Cost Considerations
Only influencers active in the San Antonio dining scene were considered to drive real conversions and in-person traffic.
Final Influencer List
- eldereats – (145k followers)
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bootlegfoodreview – (124k followers)
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sanantoniomunchies – (106k followers)
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satexasfoodies – (210k followers)
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satxrated – (43.2k followers)
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salunchador – (68k followers)
Content Scheduling and Campaign Management
Embark Marketing managed:
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Influencer bookings
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Coverage timelines
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Payment coordination
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Messaging and caption approvals
Amplifying Content With Stories, Collabs & Engagement Stickers
Every influencer post was maximized through:
- Collaboration posts
- Story reshares
- “Giveaway” stickers
- Comment engagement
Influencer Campaign Results & Performance Metrics
Total Campaign Reach Across Social Platforms
The 6-week campaign generated:
597,343 total views across Instagram & Facebook
Engagement Breakdown
9,797 total interactions (likes, comments, shares, saves)
333 net new followers gained on Instagram
Net New Followers & Cost Efficiency
Average Cost Per Follower: $9.39 (influencer cost only)
Influencer Performance Breakdown by Creator
- Views: 93,564 total
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Engagement: 1,223 likes, 354 comments, 664 shares, 281 saves
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Net New Followers: 102
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Cost Per Follower: $14.71
Performance Note: Strong engagement as the anchor influencer.
- Views: 13,602
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Engagement: 370 likes, 103 comments
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Net New Followers: 33
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Cost Per Follower: $12.12
Performance Note: Solid budget-tier performance.
- Views: 330,237
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Engagement: 469 likes, 422 comments, 99 shares, 51 saves
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Net New Followers: 49
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Cost Per Follower: $8.67
Performance Note: Highest reach and strong cost efficiency.
- Views: 142,263
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Engagement: 2,532 likes, 233 comments, 405 shares, 113 saves
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Net New Followers: 87
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Cost Per Follower: $6.89
Performance Note: Lowest cost per follower + highest total engagement.
- Views: 8,692
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Engagement: 198 likes, 567 comments, 15 shares, 13 saves
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Net New Followers: 36
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Cost Per Follower: $4.17
Performance Note: Best budget-to-performance ratio and highest comments.
- Views: 8,985
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Engagement: 233 likes, 167 comments, 48 shares, 34 saves
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Net New Followers: 26
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Cost Per Follower: $13.46
Performance Note: Balanced engagement across major metrics.
Campaign KPI Summary & Cost Efficiency Analysis
Metric |
Total/Average |
|---|---|
| Total Campaign Investment | $4,924 |
| Total Views | 597,343 |
| Total Likes | 5,025 |
| Total Comments | 1,846 |
| Total Shares | 1,309 |
| Total Saves | 536 |
| Total Engagement Actions | 8,716 |
| Net New Followers | 333 |
| Cost Per Follower (Total Investment) | $14.79 |
| Cost Per Follower (Influencers Only) | $10.28 |
| Cost Per 1,000 Views | $8.24 |
Was the Restaurant Influencer Campaign Worth It?
Brand Awareness Wins & Audience Expansion
Nearly 600,000 views significantly expanded brand visibility beyond existing audiences, a level difficult to achieve with traditional advertising at a similar cost.
Sustainable Follower Growth and Community Building
SA Seafood gained 333 net new followers, representing organic growth with long-term value.
Value of Evergreen User-Generated Content (UGC)
Influencer content remains reusable for:
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Social media
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Paid ads
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Website galleries
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Email marketing
Comparing Influencer Marketing to Traditional Advertising
The campaign outperformed traditional spend categories like:
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Outdoor media
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Local print
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Boosted posts
Lessons Learned & Strategic Takeaways for Restaurants
Why Micro-Influencers Often Outperform Bigger Accounts
Smaller creators like satxrated produced the lowest cost per follower due to tighter community trust.
The Importance of Local Influence for Brick-and-Mortar Brands
Every influencer had San Antonio relevance, ensuring real-world conversions.
How Giveaways Drive Follower Growth & In-Store Visits
Giveaways created:
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Digital touchpoints
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Restaurant visits
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Measurable conversion funnels
Why Active Engagement Enhances Campaign Performance
Embark Marketing amplified results through:
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Story reshares
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Collaboration posts
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Comment engagement
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Interactive stickers
Who Should Use Influencer Marketing in the Restaurant Industry?
Ideal Restaurant Concepts & Use Cases
Works best for restaurants with:
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Photogenic food
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Strong plating
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Distinct ambiance
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Seasonal promotions
Best Timing for Running Influencer Campaigns
Ideal use cases include:
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Anniversaries
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Menu launches
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Grand openings
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Seasonal promotions
Budgeting for Growth: Recommended Spend & ROI Benchmarks
Based on campaign data:
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$15–$20 per new follower (including management)
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$8–$10 per 1,000 views
Final Conclusion: Restaurant Influencer Marketing Works
The SA Seafood influencer campaign delivered measurable success across all key performance indicators while staying within budget. Strategic influencer selection, coordinated execution, and active brand engagement created a multiplier effect that traditional advertising could not match at a similar price.
For restaurants looking to grow brand awareness, build follower communities, and reach new customers through trusted voices, influencer marketing remains a highly effective strategy.
Ready to Achieve Similar Results for Your Restaurant?
Looking to grow your restaurant’s online presence and attract more diners through influencer marketing? Embark Marketing specializes in restaurant and bar marketing strategies that drive real results.
Reach out today to schedule a consultation and start building your digital momentum.
