Strategy & planning · Kuma, Chiang Rai

Strategy first. A pop-up planned to build the audience before the big restaurant opens.

3.8×

follower growth in 6 months

Kuma, Chiang Rai · Turquoise Truck Creative

The ask

Open a pop-up that builds the audience before the real restaurant opens.

Kuma is the pop-up. The much bigger restaurant is coming. Our brief was to make sure it opens to a room that already knows it: photography, reels, Chef Riley’s philosophy on camera, the social strategy and the ads underneath it. Full brand management, concept to execution.

Chiang Rai is not Bangkok. The content had to travel further than the restaurant could, so people would. Six months in, the pop-up has the following and the weekend covers most restaurants open with. The real one launches warm.

What we did

Launch strategy · Content planning · Content system · Social management · Ads

kuma.chiangrai3,103 followers

The look

We built the feed. Every frame of it.

One grade, one palette, one feeling across every post: warm, worn and a little nostalgic, like a photo you found in a drawer.

SootCharEmberTeakClayRice

GradeWarm highlights, lifted blacks
TextureFilm grain on every frame
LightOn location, never a studio

The interview

Chef Riley.
In his own words.

Riley is one of the most respected faces in Bangkok’s culinary scene. We sat him down in his own kitchen and let him talk. That one film carried the pop-up further than any ad could.

500+shares on one interview