Oni Ramen
Oni Ramen I +100 000 organic views
The challenge: what Oni Ramen set out to achieve
Oni Ramen is a ramen restaurant in Paris run by a qualified chef, a disciple of a ramen master in Japan, guaranteeing authenticity and expertise.
The restaurant already enjoyed a good reputation, but its digital profile remained limited.
The challenge: showcase the chef's expertise and the quality of the ramen to attract new customers, build credibility and encourage regular visits.
Paris has no shortage of ramen. For a new customer, the difference between two places doesn't show in a photo of a bowl. It shows in the technique, the hours the broth simmers, the noodles made on site.
What we put in place
We developed an immersive video and social strategy:
Chef's expertise: videos showing the handcrafted preparation of the ramen and its Japanese heritage.
Immersive formats: a focus on the broth, the homemade noodles and the dining experience in the restaurant.
Education and storytelling: mini-series explaining the techniques, the secrets of the broth and the origins of the recipes.
Call to action: content encouraging people to come and eat in and discover the restaurant's authenticity.
Every video aims to show Japanese mastery and make people want to experience Oni Ramen.
All content was filmed in the restaurant, in vertical 9:16, as close as possible to the chef's hands. The hooks in the first two seconds rely on a strong visual detail, steam rising from the broth or the homemade noodles, before explaining what you're seeing.
The videos are subtitled so they can be followed without sound, and published on TikTok and Instagram.
What it delivered
First TikTok video: +100 000 organic views
+60% weekday footfall
+2 500 followers in 3 months
40% of new customers say they discovered the restaurant through the videos
The strategy showcased Japanese expertise, built credibility and turned digital awareness into real visits.
Key points summary
Spotlight on the qualified chef, a disciple of a ramen master in Japan
Immersive, educational content showing craftsmanship and authenticity
Higher digital engagement and in-restaurant footfall
Views and interactions converted into real visits
A stronger premium, authentic image for the restaurant
What worked here comes down to one idea: show the chef's work rather than just the result. In a photo, one bowl of ramen looks much like another; the technique behind it far less so. The review left by the management on Trustpilot appears further down this page.
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