During the height of the pandemic in 2020, a period filled with mass uncertainty and changing consumer behaviour, we started working with Aubaine to help keep the brand in the forefront of the minds of their customers and community. With restaurants shut, we had to think of innovative ways to tell the Aubaine brand story through activations, influencers and content. Since restaurants have reopened, our mission has been to bring the buzz back to Aubaine, the same way as it was pre-pandemic.
Before we started working on Aubaine's social media, all content had a purple filter over it and although this did help to give brand recognition, we felt this didn't match Aubaine's desire to speak to the discerning London dining. We set about creating and curating content that is modern and dynamic, with a focus on the quality of the food and drink. We also ensured Aubaine's nod to the French was maintained by weaving in a plethora of escapism content. Collaboration with a variety influencers to highlight specific the aspects of each of the Aubaine locations was an essential part of our strategy. Through community management, we have contributed an increase in restaurant reservations and 5* Google Reviews for their restaurants.
“AXJ are a great team to work with and have helped us through a very difficult lockdown period, during this time focusing on our need to keep the brand alive. Since re-opening they have helped bring the buzz back to Aubaine. They’re an on-the-ground team who are always willing to support in whatever way they can. Through content creation, influencer marketing and social media management, AXJ have massively improved our digital presence.”
– Chris Bloomfield, Head of Operations, Aubaine