Mulligans is one of Manchester’s most iconic Irish bars, renowned for its live music, Guinness and authentic Irish atmosphere. With a loyal customer base already in place, the focus was on expanding its digital presence, increasing awareness amongst new audiences and driving footfall through a strategic blend of organic and paid social media.
CLIENT
Objectives.
To increase brand awareness, grow engagement and reach new audiences, whilst reinforcing Mulligans’ position as one of Manchester’s most loved hospitality venues.
Strategic
approach.
Our strategy focused on capturing the authentic character that has made Mulligans a Manchester institution for generations. Through a consistent mix of entertaining reels, community-focused storytelling, trending creatives and paid social campaigns, we positioned the venue in front of both existing customers and new audiences across Greater Manchester and beyond.
By leaning into the pub’s unique personality, atmosphere and customer experience, we created content designed to encourage sharing, spark conversation and increase visibility organically. Paid social activity supported key campaigns and amplified high performing content to maximise reach.
Summary
of activity.
Organic & paid social media
- Produced regular reels and short-form video content showcasing the Mulligans’ experience.
- Captured and edited content across multiple filming days each month.
- Created reactive and trend-led content designed to maximise engagement and shares.
- Promoted live music, events and key seasonal moments.
- Managed community engagement and audience interaction.
- Delivered paid social campaigns to increase awareness and support venue activity.
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- Supported awareness and consideration campaigns throughout the year.
- Used audience targeting and performance data to continually optimise results.
Our Results
Over the last 90 days alone, Mulligans generated more than 1.28 million organic views, with over 57% of those coming from non-followers, helping introduce the venue to entirely new audiences.
Content delivered over 151,000 accounts reached, whilst profile activity increased by 166%, generating more than 40,500 profile visits. Engagement remained exceptionally strong, with nearly 3k likes, over 2.4k shares and more than 100 saves across content during the period.
The strategy has strengthened Mulligan’s online presence, increased brand visibility across Manchester and beyond, and created a scalable social media platform that continues to drive awareness, engagement, footfall and ultimately revenue.