Seasoned Community
As a two-sided job marketplace for the service industry, Seasoned needed a bold campaign to help earn trust with their audience. Often overlooked and inherently suspicious, restaurant workers don’t exactly jump at the opportunity to join a “community-based” app run by a bunch of tech professionals. They needed help bridging that gap and activating the service industry in Austin, Texas—something that proved we’re in this thing with them.
We got to work cooking up something authentic, deliberate, and maybe just a touch provocative to grab the attention of our audience. We started at the root of the industry’s distrust—sourcing some of the more incendiary, irrational, and borderline ridiculous online reviews in Austin and visiting the restaurants for ourselves. We then flipped those experiences into lighthearted and deferential rebuttal blogs written in defense of the restaurant and staff. And thus, “Review Raiders” was born—instantly buying trust with the Austin restaurant community while providing juicy content to gobble up upon downloading the app.
Seasoned Spotlight:
With a focus on the people behind the craft, we also launched a short-form video campaign that highlighted service industry veterans in the Austin community—sitting down at their respective jobs for a craft cocktail with a side of conversation. The pieces were leveraged across social, email, and inside the app to drive engagement and aspiration amongst the community.