Ruby’s Southern Kitchen brings people together through authentic Southern comfort food, creating a welcoming space where culture, family, and community are celebrated. ENGYN provides social media marketing, email marketing, strategy, content creation, influencer marketing, event marketing, and reporting.
Social Media Influencer Collaborations – A Win/Win!
Walter Johnson, known online as Mr. Tendernism, is one of the most recognized names in food influencer marketing today. He built a following of more than half a million people on Instagram by showcasing ultra-tender smoked meats and coining the now-viral term tendernism. His restaurant visits have become must-see events across the country, drawing crowds and generating major online buzz wherever he goes.
When Ruby’s Southern Kitchen booked a visit from Mr. Tendernism, the opportunity came with high expectations and an even bigger potential payoff.
The challenge
Ruby’s didn’t want the visit to be a one-day moment that faded from feeds within 24 hours. Influencer events can drive a quick spike in foot traffic, but without a content and social media strategy behind them, the online buzz usually disappears just as fast.
Ruby’s needed a plan that turned a single afternoon into a repeatable digital marketing asset, one that kept driving new customer discovery on Instagram and YouTube long after Mr. Tendernism left the building.
Our approach
ENGYN built a full content marketing strategy around the event instead of treating it as a one-off. Services included:
- Campaign strategy — a full-funnel plan that turned a single event into an ongoing content campaign.
- Event marketing — coordination and promotion of Mr. Tendernism’s on-site visit.
- Influencer marketing — managing the collaboration and relationship on the ground.
- Content creation — on-site production and short-form video editing for Reels and YouTube.
- Social media & email marketing — organic promotion that carried the content forward for weeks after the event.
- Reporting — tracking reach, engagement, and growth across every platform.
From the campaign
The ripple effect
The buzz reached beyond our own content. Independent creators picked up the story on their own, adding reach we didn’t pay for or produce.