Matsunori Handroll Bar (NYC)

Matsunori is a modern handroll bar in Midtown Manhattan known for its fresh rolls and minimal aesthetic. BIYA collaborated with the restaurant to drive awareness through influencer-generated content on Rednote. Selected NYC-based food and lifestyle influencers were invited to experience the restaurant, capture the atmosphere, highlight the craftsmanship behind the handrolls, and share authentic stories with their communities.

  • 1.2M

    ✺Impressions

  • 450K

    ✺Reach

  • 80K

    ✺Rednote Post Views

  • 3.5K

    ✺Clicks

  • 4K-6.5K

    ✺Engagements

Strategy

  • Target audience

18–35 year olds in NYC, foodies and lifestyle explorers who are active on social media.

  • Content direction

    Behind-the-scenes of handroll preparation, premium ingredients, dining atmosphere, and the brand’s minimal Japanese aesthetic.

  • Conversion goal

    Encourage followers to book reservations or visit the restaurant via CTA links and limited-time offers integrated in Rednote posts.

Influencer Curation

  • 3–5 micro to mid-tier influencers (10K–50K followers) with a proven record in NYC food & lifestyle content.

  • Criteria: high engagement rate (5–8%), quality photography/videography, audience located primarily in NYC.

  • Deliverables: Each influencer produced 1 rednote article + photos carousel and short-form video content.

Campaign Execution

The campaign began with an in-depth research and alignment session with Matsunori to identify the restaurant’s hero dishes, brand voice, and visual highlights. Once the content priorities were set, BIYA provided the selected influencers with a detailed creative briefing to ensure they understood both the brand’s direction and the creative freedom to share authentically. Influencers were then invited to the restaurant for an immersive tasting session, where they experienced the menu, interacted with the chefs, and captured high-quality images and videos of both the food and atmosphere. Content was rolled out strategically on Rednote and cross-shared to their personal channels, with posts timed to maximize engagement during evening dining hours. Throughout the campaign, BIYA tracked analytics in real time, monitoring impressions, clicks, and engagement, and compiled these insights into a final performance report with recommendations for future initiatives.

MORE OF OURE WORKS

  • NIKU X NYC

    A luxury-focused influencer campaign highlighting NIKU X’s premium wagyu and curated yakiniku dining experience through cinematic storytelling on Rednote.

    High-end dining experience, lifestyle positioning, premium influencer collaboration

    READ

  • Pings NYC

    A culture-meets-modernity campaign where influencers captured Pings NYC’s authentic dim sum and seafood experience for a new generation of diners.

    Cultural food storytelling, influencer seeding, and authentic Chinatown dining exposure.

    READ