How a Phased Launch Campaign Earned Wagbar Knox 884,000 Views in a Single Month
884K
views in launch month
21,436
clicks, single FB post
6x
IG reach
+744
FB followers
The Challenge
Knoxville’s social scene is full of breweries, patios, and dog-friendly spots. But nobody had seen anything like Wagbar: an off-leash dog park with a full bar, food trucks, fire pits, live music, and supervised play, all in one venue. The concept had proven itself in Asheville and was expanding nationally, but Knoxville didn’t know it existed yet. Wagbar’s ownership team had secured a venue and a grand opening date of October 25th. What they didn’t have was a content engine that could generate the kind of excitement a launch like this demands. The Instagram account was only weeks old. The concept has to be seen to be understood. The timeline was compressed to weeks. And the bar for dog content on the internet is insanely high: to break through, the production quality and energy had to be exceptional.
Capturing the Wagbar Experience Through Video Production
Our production team embedded with Wagbar during the pre-launch phase, shooting during renovation walkthroughs, free tour events, and the grand opening itself. The goal wasn’t polished corporate video. It was raw, kinetic content that matched the energy of the space — dogs running full-speed through play zones, owners laughing around fire pits, the first beer poured on opening day.
We shot specifically for vertical short-form formats, and we shot in volume: session after session, cut into a content library designed to sustain a daily posting cadence well beyond launch week. Every shoot was planned around moments that would stop a scroll.
A Phased Content Strategy Built Around the Launch Calendar
We structured the content rollout in three phases, each designed to build on the last. Phase one teased the concept with carousel posts showing the venue transformation: the September 4th carousel reached 5,465 accounts and was shared 353 times before anyone had ever set foot inside. Phase two opened the taps in early October with tour invitations, walkthroughs, and Reels that pushed Instagram reach to six times the previous month and Facebook video views to thirty-nine times. Phase three sustained cadence through grand opening with founding member spotlights, event programming, gameday tie-ins, and Black Friday promotions, converting attention into memberships and repeat visits.
Social Media Management Across Facebook and Instagram
We managed Wagbar’s social presence across both platforms, publishing 28 posts in October and November alone. The content mix was intentional: high-energy video to drive reach, carousels for information-dense announcements, and static posts for community moments.
Facebook served a different audience than Instagram. With 12,400+ existing followers, the Facebook audience was already Knoxville-local and community-connected. We used Facebook to drive event attendance, share operational updates, and build local credibility. The October 3rd Facebook post alone generated 21,436 clicks, the single biggest traffic driver of the entire launch.
The Result
In October, the launch month, Wagbar Knox content was viewed 884,000 times across Facebook and Instagram, four times the month before. Engagement more than doubled, Facebook video views grew 39x, and the page added 744 new followers through October and November. The doors opened on October 25th to a city that already knew what Wagbar was, and the content engine kept running: 3.9 million views in the first ten months. That’s what a launch looks like when the production, the calendar, and the platform strategy all point at the same date.
