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Cluby
Cluby is a loyalty and customer engagement platform built for restaurants, cafés, and bars. It lets venues run digital stamp cards, VIP perks, events, and ticket sales in one app, so they can turn first‑time guests into loyal regulars and stay in their customers’ pockets even after they leave the restaurant.
The Challenge
When Cluby approached Meridian, they were at a pivotal moment. They had a strong product and clear value for restaurants, but their social media channels weren’t reflecting it.
Cluby knew they needed to:
- Speak the language of independent restaurateurs
- Show real, local success stories instead of abstract marketing talk
- Turn organic social into a reliable discovery and trust-building channel for the brand
Meridian’s Approach
Meridian’s strategy was built around one simple idea:
“Show restaurant owners real people, real places, and real results in their language.”
Clarifying the Content Pillars
We reorganized Cluby’s content into three clear pillars:
- Storytelling / Case Studies
- In‑venue interviews with restaurant owners (e.g. Mutteri Kahvila, Arden Group, The Old Irish Pub, Rymy‑Eetu, John Scott’s)
- Focus: “How does Cluby actually help my business day‑to‑day?”
- Think Fast (Q&A Format)
- Short, entertaining clips where owners answer rapid-fire questions about mistakes, wins, and money
- Focus: relatability, personality, and shareability
Making it relatable for restaurant owners
We dropped marketing buzzwords and big-brand comparisons, and instead:
- Used simple, spoken language: “empty Tuesdays,” “customers who disappear,” “people always asking for something cheaper.”
- Anchored every video in recognisable situations: selling tickets for events, setting daily offers, managing quiet times.
- Showed Cluby as a tool that makes daily work easier, not a “complex loyalty system.”
Measuring what matters
Wet up clear reporting on:
- Views, reach, and engagement by content type.
- Follower growth and audience demographics.
- Website traffic spikes on posting days from organic social.
Shared monthly performance decks with learnings + next steps:
- What’s working
- What to stop doing
- What to double down on
Meridian’s Results
Meridian’s Results
In just three months, Cluby’s social media presence shifted from abstract and theoretical to concrete, human, and results-driven.
- 38k accounts reached
- Profile activity increased by ~31% compared to the previous 3‑month period
- External link taps (clicks out to Cluby) increased by more than 100%, showing stronger intent from viewers
TikTok (from scratch)
- 47,k views
- 94%+ of views from “For You” (algorithmic discovery), showing strong content fit
- Thousands of profile views and brand-related search queries (e.g. “cluby,” “cluby app”)
Meridian’s work with Cluby shows that even in a short pilot, with limited resources, a clear strategy and honest storytelling can significantly elevate a brand’s presence, and start turning first‑time viewers into loyal followers, and eventually, loyal customers.
Finland’s strongest organic team? Ask us to prove it.
Tell us who you are, what you sell and what you'd like social media to do for you. We'll reply within 48 hours with first thoughts on where we'd start.
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