Case Study: Harajuku Kitchen Instagram Growth

harajuku kitchen logo - edinburgh freelance social media manager

Harajuku Kitchen is a Japanese restaurant and street food stall based in Edinburgh. I worked with them for nine months as their freelance social media manager. As well as being responsible for community management and being responsive to messages, I was also in charge of planning the social media calendar and scheduling in content. I used Hootsuite to schedule content, and accompanied this with regular interaction and unscheduled posts to keep the content relevant and interesting.

Outline

Harajuku Kitchen already had an Instagram presence, but they were keen to boost their following and engagement when I came on board as their social media manager.

Planning

Taking note of what had previously been posted on Instagram, I came up with a new strategy which would reach relevant Instagram users and turn them into potential customers. This included researching relevant hashtags, selectively following relevant accounts, and engaging with posts from customers.

Content

Using good quality photos, I created captions in-keeping with Harajuku Kitchen’s tone of voice and included 10-20 relevant hashtags which would attract new customers. I also regrammed, commented on and liked posts from customers, including those who had not tagged the account directly (by searching hashtags, location tags etc).

Results

  • Total profile likes increased by 12% within the first month of working with Harajuku Kitchen
  • Average increase of around 30 new followers per week (all done organically)
  • Over 380 uses of the #harajukukitchen hashtag to date