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Tap & Table
Tap & Table is a casual restaurant in Helsinki known for its generous portions, friendly staff, and laid-back atmosphere. They wanted their online presence to match the energy of their dining room—and actually drive people through the door.
The Challenge
- Social media felt random and informational instead of entertaining and brand-building
- Competing against dozens of Helsinki restaurants on TikTok and Instagram
- Limited budget for paid ads and no clear strategy for organic results
- No proven content formats that consistently converted views into visits
Meridian’s Approach
Instead of treating Tap & Table's accounts as a notice board, we turned them into a mini reality show that just happens to be filmed inside a restaurant.
Strategic Foundation
Repositioned Tap & Table from "restaurant that posts updates" to entertainment-first channel with food and drinks as product placement and built content pillars around:
- Skits and reality-show-style videos
- Trend remixes
- Offer and campaign promos (including Syö-viikot)
- Staff-led and guest-led interviews
Content Production
Over 3 months, we produced 40+ videos tailored to TikTok and Instagram Reels.
- Wrote smart scripts for skits that organically showcased specific dishes, drinks, and offers.
- Shot high-quality footage that felt like a mix between a series and a vlog—casual but clearly well-produced.
- Designed every clip with a clear role: entertain first, sell subtly in the background.
PR & Creator Activation
Organized a PR event with content creators from our own network to experience Tap & Table in person.
Creators filmed on-site, amplifying reach and adding social proof without traditional influencer fees.
Paid Ads (The Exception, Not the Rule)
We don't rely on boosting posts, but when Tap & Table wanted to run ads, we advised them to use our strongest-performing videos.
Ads using our creatives outperformed their previous assets, proving that smart creative beats "spend more" every time.
Meridian’s Results
Meridian’s Results
In just three months, Tap & Table's accounts turned into a high-performing acquisition channel.
Content & Virality
- 40+ pieces of short-form content produced
- Multiple viral hits, with the top video reaching 1M views on TikTok and 1.3M views on Instagram
- Several other Reels consistently hitting 10K–60K+ views, creating ongoing momentum rather than a single lucky spike
Instagram Performance
- 3.4M post views (+1,222%)
- 23K profile views (+3,968%)
- 107K likes, 708 comments, 11K shares
- Reach of 821,447 accounts, with ~96% of views coming from Reels and the majority from non-followers
- Follower growth to 2,300+ followers (+480% vs previous period)
TikTok Performance
- Multiple videos crossing tens of thousands of views, with the top-performing video at 1M views
- Significant spike in followers during the campaign window, driven almost entirely by viral skit content
Business Impact
- Noticeable increase in visitors during the Syö-viikot promotion, directly connected to the campaigns running on social
- Higher-performing paid campaigns when using our videos versus their previous ad creatives
- Tap & Table's channels are now perceived as a Helsinki food entertainment account, not just another restaurant page, which keeps them top of mind when people decide where to eat
Drop us a line...
Our team’s all ears (and ideas).
If you have a company or project you'd like to get some marketing help for, we've got you covered.Let us know who you are and what your context is — we'll get back to you within 48 hours.
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