Shake Shack
By The Numbers
62 Unpaid Influencer Collaborations
23 Influencer Instagram Posts
1,035,000 Impressions
The Opportunity
Shake Shack was preparing to open its Santa Monica location alongside a limited-time Benny Blanco Burger collaboration. The goal was to introduce the restaurant to a local audience in a way that felt timely, highly visible, and aligned with the brand’s cultural reach.Our Work
Our Work
The campaign began with a tasting event for Los Angeles-based food and lifestyle creators, giving them an exclusive preview at the menu and space. From there, outreach extended beyond the initial group, with additional creators receiving Goldbelly packages to share their experience with a wider audience.
This combination of in-person and at-home engagement helped maintain visibility across multiple touchpoints leading into opening.
The Results
The campaign generated strong social activity ahead of launch, with more than 60 unpaid influencer collaborations, over 20 Instagram posts, and upwards of 1 million impressions. On opening day, lines formed around the block — a fantastic photo opp! — followed by consistent foot traffic in the weeks that followed.
Like These Results?
FAQ
-
The campaign helped establish early visibility for the Santa Monica opening and contributed to strong in-person turnout right from day one. It also extended awareness beyond the initial launch window, keeping the location top of mind in the weeks that followed.
-
JS2 PR focused on shaping how the opening was introduced to a local audience, with an emphasis on building early interest and maintaining visibility leading into launch.
-
Influencer outreach worked best here because it created multiple points of visibility in a short period of time. When timed around an opening, that kind of exposure can help speed up public awareness and give people a reason to show up early.