The Seafood King Bankstown

Date in Market (Month & Year)

October 2024-October 2025

Project/Campaign Objective(s)

The Seafood King Bankstown engaged Netplanet Digital to build brand awareness, strengthen their online presence and drive foot traffic into their store through social-led content and paid advertising. Prior to working with Netplanet Digital, the business had very limited digital marketing activity. Their social media posting was handled internally but was inconsistent. 

Despite being well known among existing locals, the business was not reaching new audiences online and was missing the opportunity to influence purchasing decisions through short-form video. The objective of the campaign was to introduce The Seafood King to a wider local audience and use regular posting to motivate in-store visits and sales. 

Netplanet Digital identified TikTok as a key growth platform for our client. We developed a campaign that combined organic content and TikTok advertising to drive visibility, engage followers and boost store traffic. 

Strategy

TikTok was selected as the primary platform for its ability to reach large local audiences quickly, even for businesses starting from a low digital base like The Seafood King Bankstown.  

The campaign was built around the owner, John, whose personality, product knowledge and genuine passion for seafood were clear points of difference. By making John the face of the brand, the content focused on weekly offers, what was fresh in-store and engaging videos that mixed light humour with confident commentary. This made the brand feel more familiar and trustworthy and positioned The Seafood King as the local go-to for fresh seafood. 

The overall strategy aimed to: 

• Rapidly build awareness in the Bankstown area 
• Drive interest through offers and “what’s fresh” content
• Encourage physical store visits 
• Establish a recognisable brand presence anchored in John’s personality 

Target Audience

The campaign targeted the local Bankstown community and surrounding suburbs focussing on audiences most likely to become repeat in-store customers rather than one-time buyers. 

Primarily we targeted adults aged 35+ as this group are more likely to: 

• Purchase fresh seafood for households 
• Shop regularly at local food stores 
• Make purchasing decisions based on quality and freshness 
• Respond strongly to value-based offers and weekly specials 
• Become loyal customers 

Execution

The campaign was executed across both organic social content and TikTok advertising using the following structured approach: 

• Planning and content direction: We developed a content framework that focused on weekly offers, fresh stock reviews and short, educational clips. The content was personality driven using John as the face of the brand to build recognition and trust. 
• On-site filming: Social media strategist attended the store regularly to film on location. Content was captured across multiple areas of the shop to keep the visuals varied. An iPhone and Rode microphone were used to produce high-quality video and clear audio. 
• Editing: Raw footage was professionally edited into short-form videos suited to TikTok. 
• Posting: Content was posted consistently and supported by targeted TikTok ad campaigns focused on local reach and engagement. This allowed the brand’s exposure to scale rapidly beyond what organic posting alone could achieve. 
• Community engagement: Comments and shares were monitored closely, particularly from self-described “fish experts” who regularly drove strong engagement and helped boost distribution. 
• Reporting: Performance was tracked across reach, views, follower growth engagement and ad metrics. Detailed reports were provided to the client outlining audience growth and campaign performance. 

Working hand in hand with The Seafood King Bankstown throughout the entire process

Results and outcomes of Project/Campaign

The campaign successfully achieved its objective of building brand awareness and establishing a strong digital presence. The Seafood King Bankstown went from a business with no TikTok presence and minimal social media impact to a brand that, within 12 months: 

• Generated over 860,000 video views and reached more than 629,000 people. 
• Drove meaningful interaction with more than 25,700 users actively engaging with the content through likes, comments, shares and saves. 
• Achieved substantial audience growth, gaining 1781 new followers and building a long-term digital audience. 
• Produced consistently high-performing content including multiple videos exceeding 150,000-245,000 views, supported by strong average watch times and high share activity. 

Paid TikTok advertising delivered strong local reach and profile traffic from a $400 budget over a two week period, demonstrating Netplanet Digital’s ability to plan and manage cost effective awareness campaigns. The campaign was targeted across Greater Sydney to promote a $9 fish and chips deal, with the primary goal of driving foot traffic to the store while increasing local brand awareness. Audience insights showed the strongest engagement within the 25–44 and 45+ age groups, aligning closely with the campaign’s target market of household buyers and repeat fresh food customers.