Southside Social - Promotion

From Empty to Sold Out: Southside Social’s Free Chinese Friday Takeover

Client: Southside Social, Belfast
Industry: Hospitality / Nightlife
Platforms: Instagram, TikTok
Campaign: Advertisement | Friday Evening Offering

The Challenge

Southside Social had an unbeatable Friday night offer: free Chinese food. But despite the value, the venue was sitting empty. People either didn’t know about it or assumed there was some kind of catch. The vibe wasn’t landing online, and the business needed a serious visibility boost.

Our Approach

This wasn’t about food, it was about FOMO. We needed to show people that this was the spot to be in Belfast on a Friday night. We created a slick, high-energy video that captured the experience in full: the food, the atmosphere, the no-strings-attached fun.

Everything about the video was designed to build trust, excitement, and urgency. We focused on making it look and feel like the ultimate weekend kick-off and proved that yes, the free food was real, and yes, the vibe was immaculate.

The Results

• 1 video | Reached 1.2 million+ people

• +2,000 new followers

• Went from empty to sold out and stayed that way for months

• Offer became so popular they added an extra day

Why It Worked

The concept was already great they just needed people to see it in the right light. We didn’t overcomplicate it. We made it real, relatable, and impossible to scroll past.

The truth is, even the best offers fall flat without the right creative. We made sure this one didn’t.