SHIMUJA RAMEN

Building an Organic Social Media Presence with Button Up Media

Introduction

One of our most significant and long-standing success stories is our partnership with Shimuja Ramen, a local ramen restaurant with a compelling narrative and an unwavering commitment to authentic Japanese cuisine.

When Shimuja Ramen approached us over three years ago, they had no digital presence, relying solely on word-of-mouth to attract customers. Despite their local popularity, they lacked the online footprint necessary to reach a broader audience. Today, thanks to our organic social media strategy, Shimuja Ramen boasts over 44,000 followers across platforms, with Button Up Media directly contributing to the growth of 35,000 of those followers. Additionally, the brand has garnered over 12 million organic impressions and maintains an impressive 7% engagement rate, with over 1 million total engagements. Their journey from a single location to three thriving establishments—and plans for further expansion—is a testament to the power of strategic, organic social media marketing.

social media marketing and advertising for local south florida restaurant

Client Background:

Shimuja Ramen was founded by Master Ramen Chef Keiichi Maemura, or Chef Kei, who brought his authentic ramen recipes from Kagoshima City, Japan, to the United States. His dream was to share his passion for ramen with a broader audience, but despite the restaurant's excellent word-of-mouth reputation, Shimuja had no presence in the digital world.

35,0000

Followers Gained

12 Million

Impressions | Views

7%

Engagement Rate

1 Million+

Total Engagements

Challenges

One of the primary challenges was starting from scratch in a highly competitive digital landscape. Without any existing online presence, we had to build Shimuja’s brand from the ground up, relying solely on organic growth.

OBJECTIVES

Our primary goal was to build a robust digital presence for Shimuja Ramen through organic social media, with a focus on storytelling and engaging content that would highlight Chef Kei's journey and the authenticity of his cuisine. We aimed to:

WE AIMED TO:

Grow Shimuja's social media following.
Increase engagement rates through high-quality, story-driven content.
Drive foot traffic to the restaurant, leading to potential expansion opportunities.

SOLUTION

By focusing on what made Shimuja unique—its story and Chef Kei’s personality—we were able to create content that stood out and attracted a dedicated following. Consistency in posting and engagement helped overcome the initial hurdles, and our story-driven approach ensured that the content remained relevant and engaging over time.

QUALITATIVE IMPACT:

Shimuja Ramen's brand identity became closely associated with authenticity, quality, and a compelling narrative, leading to increased customer loyalty.
The digital presence established through organic growth enabled Shimuja to advertise new specials and promotions directly to an engaged audience, effectively turning followers into customers.

STRATEGY

Content Creation:
Understanding that Shimuja Ramen’s strength lay in its unique story, we focused on creating content that showcased the personality and expertise of Chef Kei. We produced short-form videos that brought his story to life, capturing the attention of audiences on Instagram, TikTok, and Facebook. These videos were not just about the food but about the journey, the passion, and the craft behind each bowl of ramen.

Platform Strategy:
Our strategy was to leverage the most popular social media platforms—Instagram, TikTok, and Facebook—where food content thrives and audiences are highly engaged. Each platform was used strategically:

Instagram: For visually appealing posts and Stories that provided a behind-the-scenes look at the making of the ramen.
TikTok: For short, engaging videos that highlighted the energy and personality of the restaurant and its staff.
Facebook: To reach a broader audience with slightly longer-form content and community engagement posts.

Community Engagement:
Building a community around Shimuja Ramen was as important as creating the content itself. We actively engaged with followers, responded to comments, and encouraged user-generated content. This not only boosted Shimuja's visibility but also fostered a loyal following that felt personally connected to the brand.

FUTURE OUTLOOK

With Shimuja Ramen's ongoing success, the restaurant plans to continue expanding its locations and digital presence. Button Up Media remains a key partner in this journey, adapting our strategies to fit new trends and formats in social media content while staying true to the authentic storytelling that has driven Shimuja’s success.