After hitting the older 24-55 age category on their brand level Facebook and Instagram pages, Miller and Carter came to us to create a brand presence on TikTok in order to tap into new audiences.

Our brief was to develop a strategy to launch Miller & Carter on TikTok, with the aim to target the younger demographic of 18-25 year olds, an audience previously unexplored by the brand. TikTok as a platform presents stark differences to the Meta social channels, therefore it was important to define a clear strategy to inform how to utilise the platform and optimise performance.

After in-depth research into the platform and how other brands are attacking their approach to content, we created a strategy-led content plan to educate quarterly video shoots that featured a hybrid of lo-fi content, and premium food videos to create content pieces that felt native to TikTok. Our aim was to bring a breadth of personality to the UK’s most loved steakhouse, and create a platform to connect with loyal consumers while developing awareness and visibility of the brand.

Since it’s launch, we have created some viral moments for the brand and hit an organic reach of 213k+. Our content is continuously reaching the 18-24 demographic and outperforming the TikTok average for engagement rate, with top videos hitting highs of 9.3%.

We are continuing to bring Miller & Carter’s new menu to life through light-hearted video, and we are really enjoying seeing the account grow.