Jōyō
Jōyō +5 000 000 views generated
The challenge: what Jōyō set out to achieve
Jōyō Azian Pub is a modern Asian Pub concept combining food, cocktails and a festive experience, part of Groupe Bertrand.
At launch, Jōyō had no presence on social media.
No history, no audience, no content, even though the concept was strong, distinctive and designed for a young, urban clientele.
The challenge was therefore strategic: create a coherent digital identity, quickly establish the concept on social media and make communication a real driver of appeal for the venues.
Starting from zero has an advantage that is rarely mentioned: there are no bad habits to fix. The whole tone of the account could be designed in one go, consistent between the experience on site and what you see on screen.
The concept blends food, cocktails and nightlife. The videos had to capture that energy without falling into the kind of generic mood clip that is forgotten instantly.
What we put in place
We built the entire content strategy from scratch, with a clear ambition: position Jōyō as a one-of-a-kind place, recognisable and desirable.
Video concepts never seen before in France, designed specifically for the TikTok and Instagram format.
Immersive content highlighting the atmosphere, the energy of the venue and the overall experience.
Personality-led, dynamic and recognisable formats able to capture attention from the very first seconds.
The goal was not just to show the restaurant, but to make people feel the Jōyō experience and build a real connection with the target audience.
The shoots took place on site, in vertical 9:16, at the times when the venue is at its liveliest. The hooks in the first two seconds are designed to stop the scroll: an unexpected scene, a dish arriving, a reaction.
The videos are subtitled and edited to the rhythm of the platforms, with versions for TikTok and Instagram Reels cut from the same shoots.
The videos we produced
Click to turn on the soundWhat it delivered
The ramp-up was fast and spectacular.
Since the first content went live, Jōyō has generated over 5 million organic views, with no initial base and no history.
The concepts proposed, never before seen in France in this format and in this world, made it possible
to establish a strong identity on social media
to reach a young, engaged audience at scale
to position Jōyō as a must-visit venue in its segment
Communication became a pillar of the concept's awareness, directly supporting its appeal.
Five of the videos produced can be seen on this page. The 5 million views mentioned at the top are the cumulative organic views of the content published since launch, with no starting audience.
The "100 % new in France" refers to the video concepts themselves, never seen before in this format and this world at the time of launch, and not to an audience metric.
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