Paparazzi Restaurant
Client
Paparazzi Restaurant
Industry
Services
Grand Opening Strategy | Content Creation | Social Media Management | Influencer Marketing | Website Design & Development | SEO | Meta Advertising
Mason Circle's Impact
Paparazzi Restaurant Launches With A Viral Bang In Birmingham
Paparazzi Restaurant arrived on Birmingham’s dining scene with one clear goal: to make a bold, unforgettable entrance. As a brand-new business, they needed to generate serious buzz, build a high-end identity, and ensure their grand opening made headlines. That’s exactly what Mason Circle delivered — with a viral launch strategy that positioned Paparazzi as one of the city’s hottest luxury dining destinations from day one.
From influencer-led hype building to strategic content creation, SEO-optimised web design, and targeted Meta Ads, we handled it all — turning an unknown venue into Birmingham’s new “it” spot.
Getting to Know the Brand
Paparazzi Restaurant came to us as an ambitious new concept in Birmingham’s hospitality scene — fusing luxury interiors, a lively social atmosphere, and a curated food and cocktail menu. But without any online presence or brand awareness, they needed a full-service launch from the ground up. Their goal was simple: generate hype, get people talking, and pack the restaurant from opening weekend.
Services Provided
The Project
The Challenge
Paparazzi had no prior brand presence. They needed an agency that could create a luxury lifestyle identity, build hype before doors opened, and ensure a full house from the moment they launched. The challenge was clear: cut through the noise in a competitive market and create a sense of urgency and exclusivity before anyone had even seen the venue.
The Mason Circle Approach
We took a 360° launch approach, managing every touchpoint of the brand’s digital presence and reputation:
- Influencer Marketing & Teasers: We built anticipation with teaser content, sneak peeks, and local influencer activations — creating organic virality in the weeks leading up to launch.
- Content Creation: We produced cinematic, shareable content that captured the venue’s luxury ambience, food styling, interiors, and nightlife experience.
- Social Media Management: From strategy to execution, we built a premium Instagram feed and crafted engaging, on-brand captions to attract the right audience.
- Website Design & SEO: We developed a high-end, mobile-optimised website that reflected the venue’s aesthetic and ranked for key local search terms.
- Meta Ads: We ran highly targeted Facebook and Instagram ad campaigns to drive awareness, reservations, and page follows — maximising local reach ahead of the launch.
The Results
- Viral Grand Opening: Social content reached over 1 million views across platforms within the first 2 weeks
- 7.2K followers gained on Instagram pre-launch
- Fully booked opening weekend — and waitlists began forming immediately after
- Meta ads generated 9x ROAS (return on ad spend) in the first 30 days
- Website ranked on Page 1 of Google for key local terms like “luxury restaurant Birmingham” and “Birmingham restaurant opening”
- Influencer stories and viral reels created a city-wide buzz and local media coverage
- 300% increase in brand search volume on Google within one month of launch
Thanks to Mason Circle, Paparazzi went from completely unknown to Birmingham’s most talked-about restaurant, within weeks.
Get In Touch
Looking for a social media agency for restaurants that can deliver virality, bookings, and bold branding?
Based in London, operating nationwide, we’re the digital marketing agency for F&B brands that want real results.