case study
Toca Social - New Site Opening Strategy to Drive Bookings
TOCA Social is an innovative sports bar venue which combines interactive football experiences, tasty street food and live football. After launching in London, TOCA were opening the doors to Birmingham and required a new site opening strategy to meet revenue targets.
Toca Social Opening Strategy
113%
Increased bookings
5%
CPB reduction
21%
Increased reach
12%
Decreased CPM
High performing hospitality marketing approach
Gathering Insights and Channel Audit
To improve tracking capabilities
Producing New Creative Content
Highlighting the unique experiences in hospitality
Optimising Audience Targeting
Optimising and improving marketing performance
Performance Tracking
Tracking the record breaking number of bookings
Our Solution
To build up excitement, our initial paid social traffic campaign aimed to drive local awareness and data capture. Following this, we implemented conversion tracking to track bookings and prepare ad creative variants for testing. With ad variations focusing on the vibes, the games, the people and the food, our paid social campaign A/B tested the best performing creative to drive both awareness and bookings. Our audience testing used relevant interests, CRM data lookalike audiences and wifi data to drive low cost results - whilst excluding recent bookers.
Alongside this, we reached out to content creators on TikTok to come into venue and create video posts. Once posted on their TikTok page, we used the Spark Code to implement TikTok Spark ads from their channel to boost brand awareness through advocacy. On Google ads, a blend of brand, generic and competitor keywords helped drive low cost bookings.
Using our live reporting dashboard, we carefully tracked performance and incrementally increased spend week-on-week to keep uplifting booking volume whilst keeping cost per booking low. This led to a 113% uplift in bookings month-on-month with a reduction in CPA of 5%.
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