Case Studies
SUSHI KANESAKA LONDON
Sushi Kanesaka London is an intimate and traditional 13-seater omakase counter restaurant at 45 Park Lane Hotel in the heart of Mayfair. Sushi Kanesaka London marks the opening of the first restaurant outside of Asia Pacific by heralded omakase chef Shinji Kanesaka: the sushi artisan behind Tokyo’s Sushi Kanesaka, which has retained two Michelin-stars since 2018.
Website:
https://www.dorchestercollection.com/london/45-park-lane/dining/sushi-kanesaka
The Brief
To build the brand awareness of Sushi Kanesaka London in the Chinese market, including UK-based HNW Chinese and luxury travellers, and to attract more Chinese diners.
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The Challenge
In the already highly competitive high-end sushi restaurant market in London, Sushi Kanesaka London was launched less than one year ago and has limited brand awareness to Chinese audiences. A holistic social media strategy was needed to bolster brand presence, increase social engagement among Chinese customers, and generate leads and bookings from Chinese audiences with luxury lifestyles.
The Strategy
Since December 2023, 11K has been actively engaged in luxury lifestyle content on Chinese social media in London. We possess a deep understanding of the preferences of Sushi Kanesaka's target Chinese audiences.
To launch Sushi Kanesaka London's first official Chinese social media account, we strategically chose Little Red Book, China’s equivalent of Instagram and Pinterest. By employing a timely content strategy, we effectively communicated the right messages to our target audience.
We regularly executed KOL (Key Opinion Leader), KOC (Key Opinion Consumer), and UGC (User-Generated Content) campaigns to engage with our target market. Through meticulous strategic planning, we identified the most effective angles for influencers to highlight Sushi Kanesaka’s unique selling points, ensuring they resonated perfectly with potential customers. they resonated perfectly with potential customers.
The Impact
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Successfully drove numerous direct bookings and qualified enquiries for Sushi Kanesaka. After opening its official RED account for three months, 30% of the sales in April 2024 were from the UK-based Chinese community
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Utilised a multi-layered selection approach to identify influencers whose values aligned with the brand, supporting our campaign objectives by producing visually appealing, lifestyle-driven video and imagery content on Little Red Book
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Implemented a monthly content strategy to attract UK-based and inbound audiences, actively promoting Sushi Kanesaka’s unique offerings, including the dining environment, seasonal menus, and brand story
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Developed a user-generated content strategy that enabled real customers to be proactively willing to interact with the official account and hashtag, enhancing exposure and ultimately boosting sales performance. The hashtag #SushiKanesaka on RED achieved over 100k views
