Evoke helped Yauatcha Riyadh achieve 253M total global audience reach and build its launch visibility from zero across social, press, media and influencer channels.
The Mandate
Yauatcha Riyadh needed a launch campaign worthy of the brand’s global reputation. As part of the wider Hakkasan Group portfolio, the restaurant required a high-impact opening that could generate attention in Saudi Arabia, the wider region and international hospitality media.
Evoke worked with the Hakkasan headquarters team in Las Vegas to support the launch and ongoing PR contract for the restaurant.
The Challenge
A premium restaurant launch cannot rely on one opening night alone.
The challenge was to create anticipation, credibility and demand before the doors officially opened. Yauatcha Riyadh needed to establish itself quickly in a competitive luxury hospitality market, attract the right audiences and create enough media and influencer momentum to make the opening feel like a must-attend regional event.
The brand was also starting from zero on social media, meaning the launch had to build awareness and audience simultaneously.
The Strategy
Evoke developed a full launch architecture rather than a single event.
The strategy was to build momentum through a carefully sequenced series of pre-opening experiences, each designed for a specific audience: friends and family, press and media, influencers, VIPs, soft launch guests and official launch attendees.
This allowed the story to build in waves. Each event created new content, new social proof and new media opportunities, culminating in a grand opening with strong regional visibility.
