DOWN AT THE SOCIAL
A national PR agency that loves and lives in the North
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Work

We combine ideas and influence to drive impact through word of mouth and brand engagement.

Why Metrics Matter: What We Did for Chopstix (and Why Vanity Doesn’t Cut It)

Let’s be honest - marketing’s got a metrics problem.

Too many campaigns are built around vanity stats. Follower counts. Likes. Impressions. They look great in a report, but they rarely shift anything that matters to a business. If your marketing isn’t moving the dial on awareness, influence, traffic or revenue? What’s it really doing?

That’s why we focus on real metrics. The kind that build brands and deliver commercial impact. And our work with Chopstix is the perfect example.

Chopstix Instagram

Turning Cravings into Customers

In 2024, Chopstix tasked us with launching their new brand positioning, *For The *Flavour Cravers. The goal wasn’t to go viral or win internet points - it was to:

  • Define what the brand stood for, building a consistent brand story across all channels (digital and IRL)

  • Grow awareness among under-45s

  • Support store openings

  • And crucially, increase their social marketing influence and brand salience

All on a lean budget.

Spoiler: we didn’t just meet that target, we smashed it.

From Middle of the Table to Brand of Choice

Using trend-led creative, micro-influencers, and punchy, personality-first content, we turned Chopstix into a bold, craveable brand across social. But more importantly, we helped them move up the rankings in how much social media influenced consumer choice.

According to Savanta’s BrandVue data, Chopstix went from:

  • 5th place in Q3 2024 with just 4.0% influence

  • To 2nd place in Q3 2025 with a whopping 12.0% influence

That’s a +200% increase - and a clear signal that our work wasn’t just getting seen, it was changing behaviour.

This Is What Real Impact Looks Like

We built the Flavour Cravers campaign to deliver on hard metrics:

  • +9% brand awareness in under-45s

  • +97% increase in web traffic

  • +65% engaged sessions

  • 45,000% uplift in paid social traffic

  • 3.7M+ organic reach in one quarter

  • 49.5K engagements and benchmark-busting CPCs (as low as £0.30)

Influencer campaigns reached 673M people, while local social and PR supported 10 store launches, each smashing its weekly revenue target.

That’s not ‘content for the sake of content.’ That’s marketing that delivers.

What We Learned (and What We Live By)

Everything we created for Chopstix - from viral TikToks and meme-led Meta content to earned media and experiential - was driven by one thing: a clear connection between brand storytelling and business performance.

And that’s our whole approach at DATS.

We don’t do fluffy campaigns. We don’t optimise for applause. We build brand fame and commercial gain - by putting real metrics at the centre of every move.

So if you’re chasing likes instead of loyalty, or followers instead of footfall, it might be time to rethink your metrics.

We’re here to help with that.

Social_Daisy