South Made’s Dual Triumph at the Netty Awards: Revolutionizing Digital Marketing

In a remarkable showcase at this year’s Netty Awards, South Made secured not one, but two prestigious accolades, underscoring their prowess in digital marketing. These awards highlight the company’s innovative approach to two distinct campaigns: the launch of STIR Restaurant in Knoxville and the transformation of interior designer Todd Richesin into a social media influencer. Let’s explore the groundbreaking strategies and significant impacts of each campaign.

Win # 1: STIR Restaurant Launch, Knoxville – Winner: Best Instagram Campaign (Restaurants)

Innovation and Differentiation

South Made crafted an entirely organic social media and media campaign for STIR Knoxville’s grand opening, a strategy that proved to be both innovative and effective. Eschewing paid ads, they harnessed their deep industry knowledge and technical skills in photography and video, executing a campaign that not only stood out but also set a new benchmark for restaurant launches in the region.

Measurable Impact and Success

The results were nothing short of spectacular. Before the restaurant even opened its doors, the campaign had attracted over 5,000 followers, with initial posts averaging over 300 likes each. Impressively, the “Now Open” post reached over 8,000 accounts, engaging 1,402 accounts and achieving more than 10,000 impressions—all without any paid promotion. This organic strategy contributed to the most successful restaurant opening in the history of the restaurant group, which boasts over 20 locations.

Creative Elements and Execution

Leveraging high-quality images and compelling video content, South Made effectively amplified STIR’s social presence, capturing the culinary essence and ambiance of the restaurant. The campaign targeted the entire Knoxville market through aggressive social media strategies, influencer partnerships, and media coverage, ensuring the restaurant was fully booked weeks in advance.Overall Excellence and Industry Advancement

This campaign not only demonstrated South Made’s ability to execute a highly effective digital marketing strategy but also set a new standard for how restaurant openings can be managed digitally, particularly in markets like Knoxville.

Win #2: Todd Richesin, Interior Designer to Influencer – **Winner: Best Influencer Content Strategy (Interior Design)

Innovation and Differentiation

Transitioning from traditional design publicity to an influencer-centric model, South Made focused on Todd Richesin’s personality as much as his design skills. The campaign crafted stories that showcased his unique aesthetic and personal lifestyle, which significantly broadened his appeal and audience reach.

Measurable Impact and Success

The strategy paid off handsomely with Todd’s follower count soaring from 1,700 to over 23,500 organically in less than six months. His social media presence now spans globally, with significant viewership from New York, Texas, Canada, the United Kingdom, and Australia. This broadened audience has translated into increased web traffic and substantially more client leads.

Creative Elements and Execution

By emphasizing Richesin’s everyday activities and personal insights, South Made created content that was both engaging and relatable. This approach was encapsulated in a viral Instagram reel that not only highlighted his professional expertise but also his charismatic personality, attracting 175,000 views.

Overall For Excellence and Industry Advancement

This campaign exemplified how personal branding and influencer marketing can be leveraged within the interior design industry, setting a precedent for how designers can effectively expand their reach and influence through digital channels.

More about South Made

Combining creativity with data-driven insights, and over 20 years experience South Made’s approach goes beyond typical marketing. They create narratives that resonate deeply with their audience, ensuring every campaign is not just seen but felt. Learn more about their transformative digital strategies on their website.

More about the Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers & Creators, Web, Advertising & PR, and Apps & Software. Recently featured in USA Today for their Top Agencies List, the Netty Awards are recognized as one of the most trusted agency directories for decision-makers.