In today’s digitally connected world, influencer marketing has become a major force for businesses both large and small. Savvy brands partner with popular social media personalities and celebrities to gain exposure and grow customer bases. However, one little-known Toronto restaurant recently showed that even an offhand mention from a celebrity can provide an incredible, unforeseen boost – no formal partnership required.
New Ho King, a modest Chinese takeout spot, found itself thrust into an international spotlight after being name-dropped in a 2024 Kendrick Lamar album track. In just a couple brief lines aimed at Drake, Lamar name-dropped New Ho King as the place he enjoyed eating fried rice. What followed showed the true power that influencer shoutouts from mega-stars can wield. Overnight, New Ho King was deluged with reviews, new customers, web traffic, and media coverage – all thanks to one casual lyric from one of the biggest names in music dropping their establishment.
Lamar, a global hip-hop superstar, targeted Toronto rapper Drake, mentioning New Ho King in a single line: “Someone gon bleed in your family, crodie / I be at New Ho King eating fried rice with a dip sauce and a blammy, crodie.” This seemingly innocuous lyric sparked a frenzy, placing the unassuming restaurant in the spotlight.
This unexpected influencer success story holds important lessons. It shows how even obscure small businesses can benefit from word-of-mouth buzz sparked by mega-influencers.
The Key Lessons
1. The Power of Organic Reach
While Kendrick Lamar’s name drop was likely not a planned marketing strategy, it demonstrates the immense reach and influence of celebrities. A single mention in a widely-anticipated song translated into a wave of customers for New Ho King. This highlights the potential for organic reach, where positive associations with influential figures can drive significant brand awareness and customer acquisition.
2. Authenticity Matters
The key takeaway from this story lies in the organic nature of the mention. Kendrick Lamar’s reference felt genuine, seamlessly woven into the song’s narrative. This authenticity resonated with listeners, sparking curiosity and a desire to experience the restaurant firsthand. Small businesses should strive for similar authenticity in their marketing efforts, building genuine connections with their audience rather than relying solely on forced endorsements.
3. Leveraging Social Media
New Ho King’s newfound popularity was amplified by social media. Online platforms became the breeding ground for excitement and discussion, driving customers to the restaurant. Small businesses can leverage the power of social media by actively engaging with their audience, responding to reviews, and capitalizing on trending topics to organically increase their reach.
4. Building a Lasting Brand
While the initial boost from the name drop was significant, the true success lies in building a brand that resonates with customers beyond the fleeting hype. New Ho King can leverage this newfound attention to establish itself as a local favorite, focusing on delivering quality food and exceptional service to ensure long-term customer loyalty.
