Where Mado was when we started
Mado is the Bosnian franchise of a Turkish restaurant brand known for its baklava and Turkish ice cream, with three restaurants in Sarajevo and one in Mostar.
Mado wanted more people to know the brand and wanted its promotions to bring customers into the restaurants.
Five Reels, seven days, no ad spend
For each Eid, Mado sells whole trays of baklava, a product it offers only around the holiday, so the trays have a few days to sell.
We filmed five Reels in advance and published them on Instagram and TikTok over the seven days before Eid, scheduled so interest kept building up to the holiday.
Every tray sold out
The five Reels reached 310,000 views in seven days, and more than 94% of the TikTok audience was in Bosnia, close enough to come in and order.
Mado sold out its entire stock of trays, and some customers had to come back on the second day of Eid to get theirs.
Instagram and TikTok grew with organic video only
Outside the campaign, we ran Mado's content strategy and short-form video on Instagram and TikTok every month, with none of the growth coming from ads.
Some of the Reels we made for Mado
Strategy, scripts, filming and campaigns
Content strategy
A monthly plan built around three themes: Mado's Turkish heritage, its signature baklava and ice cream, and families spending time together in the restaurants.
Scripts in Bosnian
Written in a warm, unhurried voice that suits a family restaurant in the mid-to-upper price range, with simple calls to visit.
Filming and editing
Short videos of the food and the restaurants, edited for Instagram Reels and TikTok.
Campaign planning
The Eid Reels filmed ahead of time and released on a seven-day schedule leading up to the holiday.
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