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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...
Alongside the launch commercial produced by CommercialsGroup, SocialsGroup was tasked with building a paid ads system that felt native, believable, and performance-led for Sanjugo Victoria.
Rather than relying solely on polished commercial footage, the strategy leaned into user-generated content principles, inspired by some of the most viral food and hospitality ads already performing across London. These references informed scripting, pacing, framing, and delivery style, ensuring the ads blended seamlessly into social feeds.
During the commercial shoot, we intentionally captured UGC-style variations using the same family cast featured in the hero film. Each actor delivered a different perspective:
• One focused on family and atmosphere
• One on food quality and freshness
• One on service and friendliness
• One on convenience and location
Each variation was shot handheld, conversational, and intentionally imperfect, mirroring authentic creator content rather than traditional advertising.
These assets were then A/B tested across Sanjugo Victoria’s paid ad account, allowing performance data to dictate winners rather than assumptions. The results were immediate and long-lasting. One specific creative variant continues to be among the highest-performing pieces of paid content the restaurant has run, consistently driving footfall and awareness.
The strength of this approach was the alignment between commercial and social. While the hero film built brand authority, the UGC ads delivered relatability and conversion, creating a full-funnel system rather than disconnected content types.
This project highlights SocialsGroup’s ability to bridge high-end production with platform-native performance marketing, ensuring that every shoot produces assets that work where it actually matters: in-feed, under budget, and at scale.
This proved that the most effective ads don’t look like ads - they look like real people talking.