In celebration of its 10th birthday, Yauatcha, a London-based dim sum restaurant belonging to the Hakassan Group, wanted to give its customers a thoroughly modern gift, a brand new digital platform. The Yauatcha 10 microsite was born, a place to hold and drive conversation on social media.

The microsite was created for Yauatcha’s internal audience, as well as its existing customers, since both of these groups have played a crucial part in the restaurant’s success to date. Claire Ashman, marketing director at Hakkasan Group, says, “We wanted to reward our most loyal fans and employees and drive advocacy from within. That kind of loyalty has a halo effect that drives a broader, more organic awareness.” This internally-focused campaign spread outwards through the creation of user-generated shareable content.

The responsive microsite’s design drew from Yauatcha’s previously established visual identity. Ashman says, “Celebrating the many icons of the brand allowed us to focus on four key areas of the business; Chinese kitchen, tea, patisserie and wine and cocktails and to tailor communications around them.”

A dynamic infographic is at the centre of the campaign. The site lets users navigate around an infinite space, exploring and viewing content that is pulled in from Yauatcha’s Twitter and Instagram feeds.

Russell Townsend, MD at Clusta, the agency behind the new site, speaks about the creation of the site, “For us, the technology behind the build was really the highlight – being able to supply a rich, interactive experience which would work in all web browsers, whether desktop or mobile.”

KPIs included secret menu items advertised on the Yauatcha 10 site, social media interaction and website traffic; which doubled in the two weeks following the website’s launch.