Mollie’s Diner by Soho House
Mollie’s Motel & Diner is a fast growing hospitality business based in Oxfordshire and Bristol with a number new venues opening in the UK over the coming years.
Designed by Soho House, the roadside motel oozes 1950’s retro cool with it’s unique technology centred guest experience – your whole stay can be operated by your phone! Mollie’s is truly a location that mixes modern style with luxury comfort and technology.
The brief
Mollie’s came to Brisk Agency at the start of 2024 to build an informed marketing strategy and a strong online presence to support their new motel launch in Bristol that launched in early July 2024. Since working with Mollie’s we have delivered a very wide range of digital marketing activity touching all elements of agency delivery team. This work has included a new website design and build, the daily delivery of all social media content, the design and build of all customer email notifications and the design of all on-site digital screens, including the TV screens that live in all 200 motel bedrooms. We’ve also engaged with a number of influencers and deliver performance marketing activity that acts as the main contributor for Motel and Diner bookings for the brand.
We’ve art-directed and filmed on-site photography and videography which has been used to help promote the business both on social and website.
The website
The website is the start of almost every customer journey, and at Mollie’s, this website was designed to build excitement and encourage visitors to book. Using a collection of strong imagery and video content, the website truly reflects the experience of staying at Mollie’s. Taking inspiration from the Soho House brand we have built a new website system that provides visitors with a sneak preview of what Mollie’s has to offer.
The new website has been greatly accepted by the Mollie’s team and guests alike. The website has also received an honourable mention in the Awwwards.
Since the launch of the new Mollie’s website, there has been a continuous increase in website users, page views, website speed, and above all, online bookings. We have also seen a high ROAS of 17 on recent campaigns across Google, Facebook + Instagram.
As well as the website, Brisk helped with the refurbishment of the Mollie’s app with a redesign of all assets and the continued management of the content across the app system. This app is the magic ingredient when staying at Mollie’s as it includes your digital room key, the TV controls, allows for diner booking and lets you chat directly with the Mollie’s team.
The marketing
At the start of every successful marketing campaign is a well researched and data-led strategy. The Mollie’s account required a multi-layered approach that required input from our whole agency skill base.
We used techniques to extract data from a wide range of legacy systems that Mollie’s were using to communicate to customers. This data held a lot of valuable information about the type of people who’ve visited Mollie’s historically, which in-turn allowed us to build audiences and individual segments to target.
Email:
Brisk designed and built out a collection of e-mail communications that are automatically delivered to guests before during and post their stay. We have also designed and built all marketing emails aimed at driving bookings or building further awareness.
We used social media marketing techniques to drive visitors to register for a soft launch at the new Mollie’s Diner in Bristol. This was a very successful campaign that allowed us to build an abundance of data that was then used to drive pre-opening bookings in the diner. The pre-opening soft launch campaign allowed us to pre-book the majority of all pre-opening availability in a matter of minuets after the send.
Social Media:
Brisk work closely with the Mollie’s team to build monthly content plans that focus on building engagement and attracting new followers. Over the last 6 months, there has been a 35% increase in followers and an increase of 75% in Facebook page likes.
As well as creating a range of static and video content for Mollie’s social media accounts, Brisk also play a leading role in the community management, replying to all DM’s, comments or tagged posts. Brisk has formed and defined the tone of voice used across social platforms and built a healthy social media presence that drives a lot of daily user generated content (UGC).
We’ve also delivered a wide range of performance marketing activity with paid promotions on Facebook, Instagram and Google.
Since working with Mollie’s we have seen great results across the board with all metrics growing and the popularity of the venue growing daily.
Client Testimonial
“Mollie’s have been working in partnership with Brisk Agency for the past 18 months, and in that time have been responsible for all elements of our digital marketing including web, social, creative and paid advertising.
Brisk’s can-do attitude and diverse creative marketing ability mean they are able to add value to our business across multiple digital functions.
Since working together we have seen a steady growth in our marketing results, social engagement and overall brand visibility. I would recommend Brisk to any growing business looking for a reliable marketing partner.”
Darren Sweetland, Managing Director, Mollie’s Motel & Diner
