NIKU X NYC

NIKU X NYC is a luxury yakiniku-style restaurant offering premium wagyu cuts and a curated dining experience. BIYA’s campaign aimed to position NIKU X as a must-visit fine dining spot by leveraging Rednote influencers who specialize in upscale lifestyle and culinary storytelling.

  • 1.5M

    ✺Impressions

  • 600K

    ✺Reach

  • 100K

    ✺Rednote Post Views

  • 5K

    ✺Clicks

  • 6K-8K

    ✺Engagements

Strategy

  • Target audience

Affluent millennials and professionals in NYC who value elevated dining experiences.

  • Content direction

    Highlight premium wagyu cuts, tableside grilling rituals, chef demonstrations, and the refined interior design.

  • Conversion goal

    Encourage bookings and private dining inquiries via Rednote-linked CTAs.

Influencer Curation

  • 5 mid-tier influencers (20K–100K followers) focusing on fine dining, luxury lifestyle, and NYC hotspots.

  • Emphasis on content creators with cinematic video style and storytelling capability.

  • Deliverables: Each influencer produced 1 Rednote article + 1 high-quality video reel + Instagram stories.

Campaign Execution

For NIKU X, BIYA crafted a storytelling-driven campaign designed to emphasize luxury and exclusivity. The process began with a collaborative workshop between the brand and influencers to align on messaging, ensuring that the premium positioning was consistently communicated. Influencers were invited to an exclusive tasting event hosted at the restaurant, where the chef personally demonstrated cooking techniques and introduced the rare wagyu cuts. This created opportunities for cinematic-style content that reflected the elevated dining experience. Posting schedules were carefully coordinated so that Rednote articles, video reels, and Instagram stories went live during peak social media activity windows, amplifying exposure. The content was further boosted by resharing through the restaurant’s owned channels, strengthening the brand’s digital footprint. After the rollout, BIYA gathered campaign data through Rednote’s analytics, measuring reach, impressions, clicks, and engagement, and presented the outcomes in a comprehensive campaign report.

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