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our department thought our internal teams would handle this sort of thing - but after our discovery call, the penny dropped as to why we don't....
..I didn't think it was going to work for our brand, as I couldn't see a Japanese commercial anywhere - once it was explained that each commercial is created to our target customer, it all made sense.
The commercial brought roughly an extra £9,000 in the first month...
...after posting the commercial and getting 36k views with only a £200 marketing campaign and competition copyright behind it...
The creative is across our entire hotel's internal monitors, email campaigns and socials boosting professionalism and trust to our customers...
Malocchio was brought on as a SocialsGroup client from day one, prior to opening its doors in October 2025. The objective wasn’t simply to “run socials” - it was to build demand before launch, control the narrative from the outset, and turn the restaurant into a fast-moving, culturally relevant brand from its first service.
Working under the SocialsGroup restaurant package, we delivered end-to-end brand execution across strategy, content, and consulting. This included professional photography and videography, high-frequency short-form video, trend-led Reels, recurring content series, and ongoing creative direction - all built around Malocchio’s fast-paced, small-plates Italian concept, where dishes are produced when ready and the energy never slows.
Before opening, we pre-launched the brand through social-first storytelling, building anticipation, curiosity, and a strong waiting list. From opening week onwards, content focused on momentum: service speed, volume, atmosphere, and the theatre of plates constantly moving through the space. This positioned Malocchio not as a traditional Italian restaurant, but as an experience-driven venue designed for repeat visits and social sharing.
The impact was immediate.
Within the first week of opening, Malocchio generated £150,000+ in revenue from a single location, driven in part by the demand created online. Within the first three months, the brand surpassed 3 million organic views, establishing Malocchio as a viral newcomer rather than a slow-burn opening.
Alongside content creation, SocialsGroup provided continuous consulting around positioning, pacing, content themes, and brand behaviour - ensuring the restaurant didn’t just go viral, but stayed coherent, premium, and scalable. The result is a brand now actively looking toward UK-wide expansion, with social media functioning as a proven demand engine rather than a vanity channel.
This project demonstrates SocialsGroup’s core strength: building restaurants as brands, not just accounts - and turning attention into revenue, fast.
This wasn’t about posting content - it was about engineering demand before the doors even opened.