Late-night dim sum shot the way people actually watch it — reaching 800K–1.5M people across Meta and TikTok.

Swee Choon has been serving dim sum on Jalan Besar since 1962, and its reputation was built the way restaurant reputations used to be built — a queue along the shophouse front, word passed between families, a late supper someone brought you to once and you never forgot. That kind of standing does not transfer to a feed on its own. Dim sum is also a category where the visual language is crowded and close to interchangeable: a bamboo steamer photographed from above looks much the same whichever kitchen it came out of, and the things that genuinely separate one house from another — the pleating, the translucency of a skin, the steam coming off a basket the moment the lid lifts — are motion, not stills. Meanwhile the people choosing where to eat had moved to short-form video, where a name from 1962 starts level with a stall that opened last month. Producing enough of that video, week after week, out of a kitchen already running long services is the part that usually stalls.

Put the brand in front of a materially larger audience on Meta and TikTok, and stand up a content operation that could keep feeding those platforms without depending on whatever time the kitchen had left over. Raw reach was not the whole target — the work had to be worth keeping once it landed, so saves and shares were carried as the quality check rather than traded away for a bigger impression count. Success was measured in awareness terms: people reached, video views, and how often the content was saved or passed on — not covers or bookings attributed to the campaign.

We took over day-to-day social media management — the content calendar, the posting rhythm and the community replies across the brand’s channels — so publishing stopped depending on someone finding a gap between services. Our team produced original video, photography and design built around the moments that only read on camera: dough being pleated closed, a basket coming off the steamer, chilli oil going over, the first bite that breaks a skin, shot vertical-first for the platforms the content was made for. The pieces that earned attention organically were then amplified with awareness campaigns across Meta and TikTok, optimised toward cost-efficient reach and video completion rather than impressions for their own sake. Influencer and creator collaborations carried the restaurant into food and supper audiences it did not already own, in voices those audiences already trust. Each month the production plan and the media budget moved toward the dishes, hooks and formats the numbers favoured, so the content programme compounded instead of restarting.

Over five to six months the work reached 800K–1.5M people and generated 1.5–2.5M video views, with saves and shares running above 4% — the signal that matters most in an awareness campaign, because a save is someone filing the place away for a night they have not yet planned.

See the rest of our client work on the case studies page.