Case study
O'Tacos
FOOD & BEVERAGE, COMMUNITY, TIKTOK, GEN Z, ORGANIC CONTENT
Socialsky propelled O'Tacos to the rank of undeniable food reference on TikTok, making the brand the most-followed fast-food chain in Belgium: from 1,400 to 380,000 followers, 150 million views and 5 million likes, entirely without any media budget.
Context
O'Tacos, flagship brand of the QSRP group and inventor of the French taco, wanted to conquer Gen Z on TikTok. In May 2023, Socialsky takes over complete management of the TikTok community with a clear mission: make O'Tacos an authentic love brand for young food lovers, starting from almost zero.
Challenge
On TikTok, fast-food brands face a major challenge: Gen Z audiences instinctively reject content that is too commercial or too polished. The challenges were multiple:
- Create a strong and consistent TikTok presence for a brand already known, but little embodied digitally.
- Reach 500,000 views per month and exceed 15,000 followers in one year, without any advertising budget.
- Find the right balance between entertainment, authenticity and product promotion.
Solution
Socialsky built O'Tacos' TikTok strategy around one central principle: transform cooking into a spectacle. Instead of simple disguised advertisements, we created a truly immersive experience:
- Behind-the-scenes kitchen: We opened the doors of the kitchen, normally inaccessible to the public, to show the making of the French taco from A to Z. This content, both intriguing and appetizing, became the signature of the page.
- Creative Lab: During the first few months, we tested multiple creative angles in parallel to identify the most effective formats, before scaling what worked.
- Native community management: Responses to comments in video, humorous interactions and quirky tone, to create an authentic relationship of closeness with the community.
- Sustained production pace: 10 TikToks per month, with a musical and editorial approach tailored to the native codes of the platform.
Results
Since May 2023, O'Tacos has established itself as an undeniable food culture reference on TikTok. Community growth: +27,000% follower growth: from 1,400 to 380,000 followers. Initial target of 15,000 followers exceeded by over 25 times. Reach & Engagement: +150 million views generated since launch. 4 million views per month at cruising speed. 5 million likes, 33,500 comments and 137,400 shares. 4% average engagement rate, above industry standards. Recognition: IAB Mixx Award Bronze in the "Best Use of Social Media" category, Best Campaign of the Year - Feweb 2024.
1,4K → 380K
Followers
150M
Views generated
5M
Likes
4%
Engagement rate