Elogia x Goiko

The objective

Putting more sales and table reservations on the menu

Founded in 2013 by Andoni Goicoechea, GOIKO is a gourmet burger restaurant with over 100 stores across Spain. The business prides itself on using only the highest quality ingredients and staying true to its mantra, “feed the desire to improve and demonstrate that everything is possible by doing things well."

GOIKO has a very strong community of followers on TikTok under the handle @goiko, and it’s clear to see that the business has a real understanding of both the platform and what resonates with its target audience. The Spanish chain has really found its voice on TikTok, regularly posting content that’s a perfect balance of jumping on light-hearted trends, going behind-the-scenes at its restaurants, and of course, showcasing its mouth-watering burgers.

The solution

Cooking up some engaging content and serving with In-Feed Ads and Super Like

In order to increase restaurant reservations and improve brand awareness, GOIKO identified TikTok as the ideal place to connect with its target audience. To maximise the likelihood of a successful campaign, the burger specialists partnered with the full digital commerce agency, Elogia.

The digital experts started by planning out a clear content strategy for GOIKO’s advertising campaign. It was important that the ads felt native to the platform and would resonate with the target audience. The burger restaurant collaborated with much-loved Spanish presenter and comedian David Broncano to add some fun to the promotion and provide an immediate hook for the viewers. The videos featured Broncano in a GOIKO restaurant, playfully talking to the camera, admiring his smashed food, and promoting GOIKO’s “Smash the Beef”'campaign.

Once the creative was locked down, Elogia identified In-Feed Ads as the perfect ad format to meet GOIKO’s needs. The digital marketing agency took these ads to the next level by leveraging the Super Like interactive add-on. This feature gave the audience a fun surprise – when they double-tapped on GOIKO’s ad, mini burgers would float across the screen, instead of the usual heart shapes. Following this first phase of the promotion, Elogia then ran a retargeting campaign aimed at people interested in food and drinks – this was to help maximise reach and increase conversions.

The results

Enjoying the taste of a successful campaign and some impressive stats

Thanks to Elogia’s expertise, GOIKO’s engaging In-Feed Ads with Super Like proved to be a great success for the Spanish food chain.

In just under one month, GOIKO engaged with its target audience in an authentic way on TikTok and achieved a CPA of less than €3. The campaign generated over 11 million views, 32k clicks, and helped the restaurant secure more than 350 reservations.

Engaging content and In-Feed Ads – a recipe for success on TikTok.

Handled by Elogia, we launched the Smash the Beef campaign on TikTok, reaching our customers at all stages of the funnel. We managed to progressively transform views into clicks and clicks, into restaurant reservations. This test convinced us to include TikTok within our ‘always on’ media strategy.

Eduardo Alfeirán, Head of Digital Marketing

GOIKO