omi day
Omi Day, cost per lead divided by 3.2 with creative ads
The challenge: what Omiday set out to achieve
Omi Day is a SaaS solution built specifically for restaurant owners. The tool centralises operations management, simplifies performance tracking and helps restaurant teams save time on admin, so they can focus on what really matters: service and guests.
The restaurant market is vast and fragmented. Independents, chains, bistros, fine dining: each profile has different needs. What they have in common: they are over-solicited, overstretched and particularly resistant to traditional marketing approaches.
Omi Day had a solid product. Real added value for its customers. And a real acquisition challenge: how do you reach restaurant owners where they are, with a message that resonates, at an acceptable cost?
Why they contacted Esekai
An obvious decision
Omi Day's founders already knew Esekai. They knew what the studio could produce for restaurant brands, which is precisely their target market.
Their finding: traditional acquisition channels (Google Ads, email, cold outreach) were generating leads at high cost and with disappointing conversion rates. Restaurant owners are not easily won over by a form or an email. They want to see, understand and feel how useful a tool is before making a decision.
Video was clearly the best format to show the product in action, humanise the brand and reach restaurant owners on the platforms they actually use, at times when they are available and attentive.
Esekai was brought in to design and produce a complete creative ads strategy on TikTok Ads and Meta Ads.
What we put in place
Selling a B2B SaaS to restaurant owners through creative ads is a balancing act. You need to be precise enough for the owner to grasp the product's value immediately, and human enough not to look like a cold, generic tech ad.
We identified 3 distinct entry angles. The first: pain. Videos that stage the everyday problems every restaurant owner recognises instantly. The second: transformation. Videos that show concretely what Omi Day changes. The third: proof. UGC testimonials from restaurant owners who use the product, filmed in their own venues.
What we produced
Esekai produced 14 videos in 75 days: 6 creative ads on the pain and transformation angles, 5 UGC videos with restaurant owners who use Omi Day, and 3 product demo videos showing the interface and key features in under 30 seconds.
Each format was adapted into several lengths and several hook versions to allow rigorous A/B testing from the moment the campaigns launched.
The videos we produced
Click to turn on the soundWhat it delivered
The campaigns ran for 90 days on TikTok Ads and Meta Ads, targeting managers and owners of restaurants in France.
What made the difference
The decisive lever for Omi Day was not production quality in itself. It was the precision of the creative angle.
Restaurant owners are used to being pitched. They filter out anything that looks like a sales message. What worked: videos that started by showing their daily reality, with no gimmicks and no vague promises, before presenting the solution.
When viewers recognise their problem in the first 3 seconds, they stay. And when they stay, the platform rewards them. That mechanism is what divided the cost per lead by more than 3 in 90 days.
Services used:
TikTok Ads and Meta Ads creative ads · UGC production with restaurant owners · Product demo videos · A/B testing of hooks and formats
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