How We Grew a New Restaurant Instagram Account from 0 to 7K Followers in Just 90 Days

When Restaurant Cougar Lee opened its doors in Singapore, it had zero followers on Instagram, no audience, no brand awareness, and no online voice.

Fast forward just 90 days, and the restaurant had nearly 7,000 engaged followers, an established brand identity, and a thriving stream of profile visits, bookings, and local buzz. Here’s how we did it.

About the Brand

Restaurant Cougar Lee is a bold new addition to Singapore’s dining scene, offering a modern interpretation of traditional Chinese cuisine. Located at 61 Tras Street, the restaurant blends heritage flavors with contemporary presentation, appealing to both seasoned food lovers and curious newcomers.

The Challenge

As a new business, Cougar Lee needed more than just beautiful food—it needed visibility, a clear identity, and a way to connect with its target audience fast. With no existing digital footprint, our job was to launch the brand from scratch on Instagram and drive real growth that could lead to reservations and foot traffic.

Our Strategy: Building from Zero

1. Laying the Brand Foundation

Before content creation began, we helped define the restaurant’s brand voice—modern yet rooted in tradition, elegant but accessible. This tone became the backbone of every caption, post, and interaction.

We also developed a monthly theme system to give direction to all content. From seasonal menus to cultural celebrations, each month had a focused narrative that helped the audience understand what the brand stood for.

2. Structured Content Buckets

To ensure variety while staying on-brand, we created clear content pillars:

• Dish Highlights: Hero shots and behind-the-scenes stories

• Chef & Team Features: Humanizing the brand with the faces behind the food

• Guest Moments: UGC and reposted diner experiences

• Cultural Context: Educational and emotional content tied to tradition

• Promotions & Announcements: Limited-time offers, reservations, events

3. Consistent Content Calendar

We crafted a draft monthly content calendar outlining post types, key dates, and themes. This allowed for strategic scheduling, while remaining flexible for real-time updates.

Each post was paired with:

• Captivating, brand-aligned captions

• Curated sets of high-performing hashtags

• A mix of reels, carousels, and image posts to maximize engagement and discoverability

Amplifying Growth with Paid Ads

To support organic efforts, we ran targeted Instagram ads with two goals in mind:

• Boost profile visits from locals and foodies in Singapore

• Increase engagement on key posts to signal value to the algorithm

We used a combination of interest-based and geo-targeted ads, ensuring every dollar spent brought in quality traffic.

The Results

After just 90 days, the growth was undeniable:

• 6,948 followers gained organically and via ads

• 50+ high-quality posts showcasing food, team, and brand story

• Major increases in engagement, profile visits, and link clicks to the booking platform

• Real-world impact: more bookings and walk-ins directly attributed to Instagram activity

What Made It Work?

• Brand Alignment: Every visual and caption reflected the restaurant’s values

• Strategic Structure: Monthly themes and content buckets kept messaging consistent

• Smart Amplification: Ads weren’t random—they boosted what already worked

• Conversion Optimization: Clear CTA links and a well-optimized bio turned followers into diners

Final Thoughts

Launching a brand from zero is never easy—but with the right content strategy, aligned voice, and performance marketing, it’s absolutely possible to create real traction fast.

Restaurant Cougar Lee’s story is proof that even in a saturated industry like F&B, clarity + consistency + creativity wins. If you’re starting from zero, take note: the groundwork matters just as much as the content itself.