Case Studies
MAURO COLAGRECO
Mauro Colagreco
A fine-dining restaurant located on the ground floor of the legendary Raffles London at
The OWO, the former Old War Office, three Michelin-starred chef Mauro Colagreco brings
his masterful culinary approach to the British terroir. His first London venture celebrates the finest seasonal ingredients, all produced in Great Britain.
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Website: 
The Brief
To build the brand awareness of Mauro Colagreco and his three restaurants at Raffles London at The OWO in the Chinese market, including UK-based HNW Chinese and luxury travellers, and to attract more Chinese diners.
The Challenge
While Mauro Colagreco is one of the most renowned chefs in the Western world, the brand awareness of Mauro Colagreco and his restaurants in China was relatively limited.
The Strategy
Since 11K has been working actively for Raffles London at The OWO and The OWO Residences by Raffles on Chinese social media activities, we have a solid understanding and knowledge of the preferences of the target Chinese audiences for Mauro Colagreco at Raffles London at The OWO.
We conducted a multi-layered influencer approach to select the right influencers on the Little Red Book. Through extensive strategic planning, we found the most suitable angles for the influencers to showcase the restaurant’s unique offerings, which perfectly matched potential customers’ interests.
The Impact
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Deployed targeted monthly influencer campaigns to attract UK-based and inbound audiences, increasing footfall and bookings. To date, over 30% of the diners at Mauro Colagreco are UK-based Chinese and Chinese inbound travellers
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Conducted a KOL/KOC/UGC approach to showcase Mauro Colagreco’s unique offerings, highlighting the dining environments, seasonal menus, and brand story
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After a six-month campaign, when searching for Mauro Colagreco on RED, more than 300 posts are UGC content (organic posts shared by real diners). Under the location of "Raffles London at
The OWO", the majority of posts are organic, with Mauro Colagreco’s restaurants frequently mentioned
