Parents sought restaurants where they could enjoy themselves without fear of judgment. Social listening uncovered a concerning trend for OTB: negative brand mentions had risen by 43%. At the same time, parents expressed growing apprehensions about managing the chaos in public.
Understanding that our target audience values humor, boldness, and authenticity, we leaned into OTB’s lively, family-friendly atmosphere to position them as a brand that truly celebrates and embraces the realities of family life. By using humor and relatability, OTB aimed to authentically engage with millennial parents on an emotional level.
To differentiate OTB in a crowded space, we embraced humor and relatability, launching a bold, playful social strategy that celebrates family chaos. Partnering with five comedic influencers—each a parent navigating family life—we created content that resonated with our millennial-parent audience, and prioritized genuine connections above overt promotions.
Case Study Video
Influencer Videos
The Results