Case Study: Deck of Brews
Maximizing Happy Hour Reservations Through Hyperlocal, High-Converting Instagram Campaigns
Industry
Food & Beverage
Objective
To drive direct inbound call reservations for Happy Hour promotions, increase footfall during off-peak hours, and achieve measurable conversions within a lean marketing budget.
Platform
Instagram (Reels, Stories, Profile Reels)
Budget
Under ₹10,000
The Challenge
Deck of Brews, a premium brewpub, was looking to address a common challenge in the F&B space—underutilized footfall during off-peak hours. Their objective was straightforward but results-driven: to boost customer turnout between 3 PM and 7 PM through a limited-time “Happy Hour” offer priced at ₹155. With a capped media spend, the campaign needed to deliver maximum conversions at minimum cost, specifically in the form of direct call reservations.
Strategy
Event Horizon Media crafted a performance-centric, visually arresting campaign tailored specifically for Instagram—a platform known for its high engagement and conversion rates in the food and beverage segment. The focus was on creating clarity, urgency, and seamless call-to-action pathways.
The creative concept centered around the messaging “Happy Hours @ ₹155”, placed prominently in all ad units. Visual storytelling was led by dynamic, high-energy footage of beer being poured, clinking glasses, and chilled pints being served—all carefully designed to evoke emotion and appetite. Text overlays were kept minimal, allowing the imagery to do the heavy lifting. Each creative was paired with a direct “BOOK NOW” CTA button, driving users to initiate a phone call instantly—removing friction between discovery and action.
A multi-ad testing framework was implemented across a 30-day window. Six unique creatives were developed, each with varying hooks, visual arrangements, and text placements. Performance was monitored in real time, and ad spend was reallocated toward the highest-performing creatives. This allowed for cost optimization without sacrificing scale.
Hyperlocal targeting played a crucial role in maximizing campaign ROI. By narrowing the audience to users within a close radius of the brewpub, the campaign ensured that only those most likely to convert were shown the ads. This geographic precision, combined with visual appeal and instant-action design, formed the core of the campaign’s conversion engine.
Why It Worked
The success of this campaign can be attributed to a combination of key strategic elements. First, the clarity and simplicity of the offer—Happy Hours at ₹155—created an immediate value hook. This allowed the message to land within the first few seconds of viewer attention. Second, the use of high-quality, emotionally resonant visuals—pouring beer, ambient bar scenes, and chilled glasses—invoked immediate desire and interest. Third, the use of direct, frictionless call-to-action buttons allowed viewers to move seamlessly from ad to booking, cutting down on decision fatigue. Finally, hyperlocal targeting ensured that the campaign reached only those users most likely to act, significantly reducing waste and maximizing ROI.
Conclusion
This campaign underscores the potential of micro-budget performance marketing when creative clarity meets strategic execution. Event Horizon Media turned a modest media budget into a direct, measurable impact for Deck of Brews—driving over 1,500 call-based bookings in a month without reliance on third-party platforms or heavy ad spend.
Whether in the food, hospitality, or D2C space, this case proves that with precision targeting, fast creative iteration, and platform-native strategies, brands can achieve aggressive performance outcomes even with conservative resources.
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Whether your goal is calls, clicks, or conversions, Event Horizon Media delivers results that move the bottom line.
Arjun Shetty
CEO, Event Horizon Media