MonthlyCase Study
Every month we open one engagement from start to finish: what the client wanted, what we chose to do, and what it moved.
We work across every kind of industry, so this month's story may come from a world far from yours. If you would like to see something closer to your own space, book a call and we will walk you through it.
Some clients ask us to keep our work together private. It might be a non-disclosure agreement, or they simply prefer their press and marketing to read as an in-house win. We respect that, so each month we share one project we are free to tell in full.
Case study
October 2026
Coco Shack
A Soho seafood house with a famous name behind it, and forty five days to make the opening count.
- Client
- Coco Shack, Soho, New York
- Sector
- Hospitality
- Window
- Launch, first 45 days
- Scope
- Strategy, PR, Content, Influencers, SEO
The brief
Goal 01
Fill the room
Turn opening week into a reservation book that stays full.
Goal 02
Tell the people behind it
Restaurateur Pino Luongo and head chef David Camara are stories in their own right.
Goal 03
Make the noise last
Carry every headline past its news cycle and into search.
Theplaybook.
Five moves, one window. Each built on the one before it.
01 · Strategy
Seven days to a plan.
Every engagement opens with a week of onboarding. For Coco Shack that week produced the PR strategy, the press target list, the angles we would pitch, a production plan for photo and film, and a local influencer plan.
02 · Public relations
Three stories, one opening.
We pitched the launch, Pino Luongo and David Camara as separate stories. Each outlet had an angle of its own, and the restaurant stayed in the news across the whole window.
03 · Content
Shot before the doors opened.
We produced the launch press and social content, including a short film on chef Camara in his kitchen, so every writer and every feed had something worth running.
04 · Influencers
The city's tastemakers at the table.
Through the first weeks we hosted a run of local creators. Their posts carried the opening into feeds that press alone rarely reaches.
05 · SEO
Press that keeps working.
Most coverage ends at the headline. Through launch month we worked each new placement into the site, so every article also made Coco Shack easier to find in search.
The coverage
45 days.Nine outlets.
In the first six weeks, the restaurant, its restaurateur and its chef ran across the city's most read food pages.
The New York Times
The team behind Lodi and Estela opens restaurants in the Nine Orchard Hotel
Time Out New York
Coco Shack is the latest from this famed boss of Anthony Bourdain
Eater
A Taiwanese pantry shop packed with chile crisp, and more openings
Thrillist
Be first to grab a table at these new restaurants in NYC
The Infatuation
NYC's new restaurant openings
PureWow
The 20 very best lobster rolls in NYC
What Now New York
New seafood destination Coco Shack sets sail in Soho
Tribeca Citizen
More coming, and some already here
CitiTour NY
Seafood destination Coco Shack arrives in Soho
The table,on camera.
A selection from the launch shoot and the creators who came through in the first weeks.
The result
Traffic roseevery week.
Across the four weeks of launch month, visits to the Coco Shack site held their ground and then climbed, week on week, as each new placement went live and was worked into search.
Week 1
Baseline
Week 2
Up
Week 3
Up again
Week 4
Highest
Direction shown. Client figures stay private.
What carries over
- 1
Write the story before you pitch it.
- 2
Give every outlet an angle of its own.
- 3
Make each headline work twice, once in print and again in search.