Form & Function Marketing
Northwestern University's only student-run marketing agency
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Taco Diablo

Taco Diablo is a locally-owned casual Mexican cantina and taqueria with a lively, student-friendly atmosphere. Located further from Northwestern's campus than competitors, our team's task was to draw students past the Purple Line tracks to this lesser-known spot for some tasty tacos and craft margaritas. 

We served Taco Diablo as a part of Core & Rind Hospitality as a client in the spring and fall of 2017. (website)

Check this place out! Food aside, this restaurant just looks sick, and we knew we had to draw students out here for their awesome tacos and tequila ASAP.

Check this place out! Food aside, this restaurant just looks sick, and we knew we had to draw students out here for their awesome tacos and tequila ASAP.

And while it may not look far from campus, a walk from North Campus could take 30 minutes, a brutal walk in the frigid early spring. Our spring task: make the trek out there worth it.

And while it may not look far from campus, a walk from North Campus could take 30 minutes, a brutal walk in the frigid early spring. Our spring task: make the trek out there worth it.

A WildCard discount campaign did the trick. "Taco & Tequila Tuesdays" launched on Facebook and reached nearly 6,000 people, advertising half off tacos and 20% off drinks every Tuesday for Cats.

A WildCard discount campaign did the trick. "Taco & Tequila Tuesdays" launched on Facebook and reached nearly 6,000 people, advertising half off tacos and 20% off drinks every Tuesday for Cats.

The hype for these ~sexy~ tacos was so strong that the line at the restaurant was out the door with wait times over 30 minutes. The owner had to open Lulus just to seat Taco Diablo customers.

The hype for these ~sexy~ tacos was so strong that the line at the restaurant was out the door with wait times over 30 minutes. The owner had to open Lulus just to seat Taco Diablo customers.

The campaign stuck with students, bringing them through the door week after week, and locals wanted in too (re: the last commenter)! After a few weeks, Taco Diablo opened Taco Tuesday to all.

The campaign stuck with students, bringing them through the door week after week, and locals wanted in too (re: the last commenter)! After a few weeks, Taco Diablo opened Taco Tuesday to all.

To generate more buzz and even more foot traffic, our team helped craft a stronger social media strategy by recommending they post more original content...

To generate more buzz and even more foot traffic, our team helped craft a stronger social media strategy by recommending they post more original content...

...like this, showing off some signature margs...

...like this, showing off some signature margs...

...and this. Original posts gained up to five times as many likes as reposts did, and by the end of fall, the account's following had reached nearly 600, double its following since spring.

...and this. Original posts gained up to five times as many likes as reposts did, and by the end of fall, the account's following had reached nearly 600, double its following since spring.