Goiko

Goiko was launching its new smash burger menu and needed that launch to translate into real restaurant bookings, not just brand awareness. The goal was not reach: it was occupancy.

TikTok was the natural channel for Goiko's audience, but the platform has its own rules. An ad that works on Meta or YouTube can fall flat on TikTok if it doesn't fit the native format.

Campaign built from within TikTok. David Broncano as the face of the campaign with the tagline "Smash the Beef". Videos followed the native format: natural, fast-paced, without traditional ad production.

We activated the interactive Super Like feature — mini burgers on double-tap — to increase view time and engagement. Retargeting aimed at users with food and beverage interests to drive qualified traffic through to booking.

The restaurant sector entered a downturn. Online bookings kept coming in, but real in-venue occupancy was not keeping pace with what the advertising investment warranted. The KPI that had been used up to that point — bookings generated — no longer reflected the actual business.

Continuing to optimise on bookings meant optimising on a metric that had become disconnected from revenue.

We redefined the project's strategic KPI. We shifted from measuring "bookings" to measuring "effective occupancy by autonomous community". Weekly occupancy data per restaurant — an offline data point — was integrated with media platforms so that campaigns could learn from real footfall, not booking forms.

We ran Drive to Store tests to measure the correlation between ad spend and physical footfall in each territory. We restructured investment by autonomous community and by funnel stage based on real occupancy data.