253%
40%
281000
CosyJoes was expanding its karaoke party concept from Newcastle into Sheffield, taking over an existing venue (previously Olivia’s Townhouse) and rebranding it from scratch, with a launch timed to land during Freshers’ Week.
CosyJoes took over an existing Sheffield venue, and rebranded it from the ground up. TikTok launched from a completely fresh account, while Instagram and Facebook carried over an existing following built for the old venue – a ready-made audience, but not necessarily the right one. Within months, trend-led, staff-fronted content turned that fresh TikTok account into a genuine engagement driver, and, along with the Instagram and Facebook strategy, the brand new bar became one of the most talked-about nights out in Sheffield online.
CosyJoes was expanding its karaoke party concept from Newcastle into Sheffield, taking over an existing venue (previously Olivia’s Townhouse) and rebranding it from scratch, with a launch timed to land during Freshers’ Week. That created two different problems at once. On TikTok, there was nothing to build on: no followers, no content, no starting point at all. However, on Instagram and Facebook, the challenge was the opposite: an existing, sizable following that belonged to a different bar entirely, with no guarantee that those followers would have any interest in what CosyJoes was about to become.
It also meant proving the brand could travel. Newcastle had built a loyal following around crowd interaction, private karaoke rooms, and a high-energy, “biggest party on the planet” identity. Sheffield needed to inherit that reputation while establishing its own local voice, in a market already home to many established student-friendly bars and late-night venues.
The business problem went beyond visibility: CosyJoes needed to convert both a completely cold audience and an inherited, mismatched one into people who’d choose it over established competitors on a night out, from opening night onward.
CosyJoes was expanding its karaoke party concept from Newcastle into Sheffield, taking over an existing venue (previously Olivia’s Townhouse) and rebranding it from scratch, with a launch timed to land during Freshers’ Week. That created two different problems at once. On TikTok, there was nothing to build on: no followers, no content, no starting point at all. However, on Instagram and Facebook, the challenge was the opposite: an existing, sizable following that belonged to a different bar entirely, with no guarantee that those followers would have any interest in what CosyJoes was about to become.
It also meant proving the brand could travel. Newcastle had built a loyal following around crowd interaction, private karaoke rooms, and a high-energy, “biggest party on the planet” identity. Sheffield needed to inherit that reputation while establishing its own local voice, in a market already home to many established student-friendly bars and late-night venues.
The business problem went beyond visibility: CosyJoes needed to convert both a completely cold audience and an inherited, mismatched one into people who’d choose it over established competitors on a night out, from opening night onward.
TikTok launched from nothing and became the standout channel. Built from a completely fresh account with zero followers, it reached 452 followers and over 89,000 monthly views by the time of handover — accelerating every month along the way, from 3,753 monthly views in October to over 89,000 in February alone. Across its lifetime, the account earned over 281,000 total views, 8,087 shares, and over 12,000 likes.
This wasn’t a one-off spike, it was a steady climb, with views, shares, and engagement all growing significantly month over month as trend-led, staff-featured content found its audience and momentum compounded.
Instagram engagement accelerated sharply, despite carrying over an inherited audience. The follower base held steady around 10,200–10,300 throughout — the same crowd who’d followed the venue as Olivia’s Townhouse — but engagement told a different story as new, on-brand content took hold:
Facebook delivered steady, consistent growth across the engagement, with page engagements peaking at 11,061 in a single month — a 90% month-on-month jump — as posting frequency and content quality increased.
Paid social delivered strong efficiency on a small budget. A 10-day Meta campaign supporting the New Year’s Eve event spent just £89.97
Jack
CosyJoes
