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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
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.
Creator or looking for a job? Apply through our Creators Network instead.
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