Case study / F&B / Dempsey Hill, Singapore
RedDot BrewHouse
+383%
Instagram views year on year.
29,593 → 143,017
8 June 2025 – 5 September 2025
compared with 8 June 2026 – 5 September 2026
I work with RedDot BrewHouse on content strategy, filming, editing, and paid social. Our work began before the baseline period, with a greater focus on strategy more recently. Here is how Instagram performance compares across the same calendar period, one year apart.
See the comparison29,593 → 143,017
Instagram views
Year on year27,300 → 57,600
Accounts reached
Year on year238 → 2,400
Instagram link clicks
Year on year2,100 → 3,800
Instagram profile visits
Year on yearThe evidence
The same calendar period.
A year apart.
Scroll sideways to compare both periods →
| Instagram metric | 8 June 2025 – 5 September 2025 | 8 June 2026 – 5 September 2026 | Change |
|---|---|---|---|
| Instagram views | 29,593 | 143,017 | +383% |
| Accounts reached | 27,300 | 57,600 | +111% |
| Instagram link clicks | 238 | 2,400 | +908% |
| Content interactions | 92 | 1,600 | +1,639% |
| Instagram profile visits | 2,100 | 3,800 | +81% |
Matching calendar periods reduce seasonal differences. Both periods included paid support. This is a comparison of platform performance across an existing engagement.
Client & scope
Giving each piece of content a clearer purpose.
- Client
- RedDot BrewHouse
- Location
- Dempsey Hill, Singapore
- Services
- Content strategy, Filming and editing, Paid social
RedDot BrewHouse is a craft microbrewery and restaurant on Dempsey Hill. The work focuses on connecting the venue’s food, drinks, and experience with relevant audiences through a more deliberate approach to content.
The challenge
The challenge was to give regular content a clearer purpose: what should catch someone’s attention, what should they understand about the venue, and what useful action could they take next? Alongside creative work, the strategy considers the journey from discovering a reel to exploring the venue or making an enquiry.
The approach
Decisions behind
the content.
How the strategy shapes planning, production, and review.
Use reels to broaden discovery
Plan short-form content around the venue’s food, drinks, and experience, with opening sequences designed to make the subject clear and give viewers a reason to keep watching.
Support content that earns attention
Use organic performance to help select content for paid support. This informs allocation; the year-on-year comparison does not isolate the effect of individual boosts.
Focus on relevant actions
Review link clicks and profile visits alongside views and reach. These actions help assess interest in the venue, without treating them as confirmed visits or bookings.
Let the review inform the next reel
Bring performance observations back into content planning, filming, and editing. Use them to refine the next creative direction rather than treating each post as a finished experiment.
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