The Challenge
RocoMamas is a smashburger restaurant brand known for loud vibes, big stacks, cheese bombs and milkshakes, and a rule of no cutlery. It is a brand made for short video, and the challenge was to get the right creators in-store making the kind of content the format rewards.
RocoMamas partnered with Terrier Agency for a creator campaign across Instagram and TikTok.
Our Approach
We recruited food and entertainment creators with younger audiences and briefed for high-energy, in-store content.
- Creators were chosen for fast-food, challenge and lifestyle content with strong short-video engagement
- Briefs centred on the signature burgers, the cheese bombs and the shakes, filmed at the table
- Reels and TikTok led the mix, with carousels used for menu highlights
- Content was reviewed against brand guidelines before publication
The posts linked from this page show the in-store, high-energy format.
The Results
Twenty-four pieces of content reached 235,525 estimated views at a 2.14% engagement rate, putting the brand’s menu in front of a young, local audience in the format they already watch.
Why Short Video Fits the Brand
RocoMamas is loud, messy and built for the camera, and the campaign leaned into that rather than tidying it up. The 235,525 estimated views across twenty-four posts put the menu in front of a young, local audience in the format they already watch, and the 2.14% engagement rate reflects the tags and challenge-style comments that in-store content invites. The content set gives the brand a run of Reels and TikToks it can reshare from its own accounts.
