Camile Thai: A Tasty Case Study 

25 September 2016  
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We love all our clients here at Brightspark. But when we got an opportunity to work with proven entrepreneur and visionary, Brody Sweeney, and his switched-on team of digital marketing managers at Camile Thai, we got a little bit excited.

Like many other business owners, Brody Sweeney does not claim to be an expert at social. He employs a talented digital marketing team who are tasked with delivering on his vision for creating a restaurant style home delivery Thai food service. 

Camile Thai feature

But the question remains: how can we be sure that our in-house marketing teams are using the most up-to-date methods for social media when it’s an area that changes so rapidly?

Brightspark Social Media Mentor

A growing area of our business is working alongside marketing teams to help them implement on their digital strategy.  It can be quite daunting to be faced with a detailed strategy plan, and have to report in to the MD or big boss on how it’s being implemented. It is because business owners often know they need digital or social but don’t know how to measure it or lead the people tasked with delivering it, that we introduced our digital marketing mentor service.

Who is it for?

If you’ve already got an established digital marketing team, or just one lone social media whizz in-house, you might consider the Brightspark Social Media Mentor service to help you increase the effectiveness of what you’re doing in social.  It could be around:

  • Platform choices
  • Content options
  • Online customer service
  • Distribution
  • Social ads
  • Influencer marketing

This programme supports your marketing team as they strive to deliver  results. Training needs can be identified and looked after. We work alongside your team and hopefully our nerdy approach of experimentation super charged with use of tools will take your team on a little journey of discovery.

Camile Thai: Goals

The first thing we did on the Camile Thai project was to establish a list of clearly defined goals. Based on a detailed briefing from the team about business objectives, we identified a list of activities where we could add value to support the teams towards achieving Camile Thai’s goals.

These mainly related to content, social ads (Facebook and Instagram), and influencer marketing.

We were already heavy engaged in social media marketing but wanted to improve the quality of our content and its frequency. Another aim was to experiment with new social advertising tools and audience targeting while simultaneously improving our CTR and reducing our CPC.

– Brian O’Sullivan, Digital Marketing Manager, Camile Thai

Content Planning Tools

The team at Camile Thai had already been producing high quality content across four social media platforms: Facebook, Twitter, Instagram and Snapchat. We looked at ways of improving the content to drive more engagement, while guiding the team on ways of producing more efficiently to save time.

We helped to establish a more formal content planning process and we opened our arsenal of tools and shared ways to produce more, better, and with less friction. Some training was delivered in the area of content and caption writing, and this had an immediate impact.

Camile Thai Before & After


Camile Thai FBLots of text. Non engaging. Image too stocky and not really relevant.


Camile Thai FBShorter text. Less salesy. Higher quality image, with logo on it.


Camile Thai TwitterToo much text. Too salesy. No tagging or hashtags.


Camile Thai Twitter

Less text. Better images. Topical hashtag.


Camile Thai InstagramToo much text that didn’t tell a story. (Stunning image though)


Camile Thai Instagram

Less text. More hashtags.

Influencer Marketing

influencermarketingirelandThe team at Camile already had a list of influencers with whom they were engaging.

Brightspark reviewed the existing list, and recommended alternatives and suggested additions. Those we selected were based on genuine interests in food, health and fitness and not just the size of their follower count. The revised list was then monitored daily using a social media tool that enabled us to engage easily and at scale.

Social Ads

Perhaps an area where we added the most value was in driving a higher return on social ad investment. Camile had already been running ads on Facebook, Twitter and Instagram.  Working with the team, we were successful in driving down the cost per click, whilst increasing reach on conversion ads, and introducing new and creative ad strategies for Twitter and Instagram.

Camile Thai Fb AdTogether we tested Facebook ad objectives, totally overhauled the ad creative and carried out weekly testing and lots of little experiments designed to optimise the results by increasing conversions.


All the time, we kept Brody and the team informed about results being achieved, and ideas for the following week.

Included in the report: quantitative metrics, post engagement metrics, efficiency metrics, Facebook, Twitter and Instagram analytics and ads analysis.

This was sent to Camile Thai every Monday and was used as a foundation on which to focus the activity for the following week.

Says Brody…

Our marketing team are quite proficient in digital marketing, but I, and the team felt we would benefit from an audit of what we were doing. Brightspark did that, and in addition put new strategies in place around the tone and style of our content, helped us target more influential “influencers”, and helped us schedule our content more effectively.

It was a worthwhile exercise for us, and I have recommended Brightspark to other business owners already, who I know are serious about digital marketing.

– Brody Sweeney, Camile Thai

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