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Note: Some metrics are purposely left vague to protect client confidentiality.

Resident transforms luxury spaces across New York City into intimate dining experiences, featuring chefs from the world’s best restaurants. As described by The Michelin Guide, “The combo of gastronomy is peak New York.”

The Brand

What sets Resident apart from a restaurant model is the opportunity for guests to connect with the chefs as well as a sommelier at each dinner. Between each of the five courses, the chef and sommelier share with the dinner party their inspiration for the dish and tasting notes for the drink pairing.

Resident also offers private events, from birthday parties to corporate events and everything in between.

Resident also offers private events, from birthday parties to corporate events and everything in between.

The Challenge

Resident was in the early launch stages before Covid-19 hit and significantly rocked their business. In 2021, as the city began to re-open under strict safety restrictions, Resident was looking for a way to increase awareness with many eager to dine indoors again. While they had received great press coverage, they didn’t have a paid social strategy to amplify their message and kickstart the business again.

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The Solution

The top priorities when partnering with Uppercase were to effectively reach their target audience of primarily business professionals living in New York City with disposable income and finding the right messaging and creative to clearly communicate Resident’s unique business model.

After performing in-depth audience research, Uppercase began A/B testing audiences by layering interests with demographics to hone in on people specifically living in New York City. In order to keep the audiences broad enough, we tested a variety of layered audiences in different verticals including business professionals, travelers, and people involved in the arts scene.

Uppercase developed unique creative assets that leveraged the credibility of solid press features and customer quotes through the first several weeks of testing. While the engagement on the ads was good, Uppercase felt like the video and photo assets the brand had provided were not fully encapsulating the full Resident dining experience through a guest’s lens. Uppercase worked alongside Resident’s content team to create a shot list for their team as well as sourced influencers to create content while at the dinners. Uppercase’s creative team was able to utlize this content in a variety of ways to create compelling ads incorporating popular trends on the platforms and not only increased CTR, but generated social proof on the ads.

The Results

Uppercase found that influencer video content or first person perspective content had almost 45% higher CTR than other styles. This learning informed the Resident team of the importance of influencer partnerships and also experimentation on additional platforms like TikTok where they had an influencer’s video promoting Resident go viral (508K views). This TikTok sold out a month’s worth of inventory within only a few days.

With the incremental success of the paid social strategy Uppercase, Resident, has increased their monthly ad spend by almost 3X and is continuing to scale.

With the incremental success of the paid social strategy Uppercase, Resident, has increased their monthly ad spend by almost 3X and is continuing to scale.

With the incremental success of the paid social strategy Uppercase, Resident, has increased their monthly ad spend by almost 3X and is continuing to scale.

Not only has Resident learned more about their target audience and the creative that best relates to them through rigorous A/B testing, but the consistent ticket sales that Uppercase generates, has allowed their team and business model to expand the private events sector of the business even more, which has been essential in their growth.

Not only has Resident learned more about their target audience and the creative that best relates to them through rigorous A/B testing, but the consistent ticket sales that Uppercase generates, has allowed their team and business model to expand the private events sector of the business even more, which has been essential in their growth.

Not only has Resident learned more about their target audience and the creative that best relates to them through rigorous A/B testing, but the consistent ticket sales that Uppercase generates, has allowed their team and business model to expand the private events sector of the business even more, which has been essential in their growth.

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