The Botanist X SCROll STOP

The objective

Engaging results-driven strategies to attract bookings for a restaurant launch

Founded in 2012, The Botanist is a one-of-a-kind restaurant and bar that redefines the experience of dining through showstopping creativity. Renowned for their theatrically presented signature cocktails, The Botanist has quickly become a favourite for special and unique dining experiences.

On TikTok, @thebotanistnwtc leverages seasonal offers, trending audio, and high-performing staff-led content to engage its audience and drive organic reach.

For this campaign, The Botanist partnered with SCROll STOP, a leading creative marketing agency with an extensive network of influential TikTok creators, known for delivering high-impact, results-driven campaigns. Having successfully collaborated on previous TikTok campaigns, The Botanist were confident that SCROll STOP could once again generate buzz and excitement for their latest restaurant launch.

This campaign marked the launch of The Botanist’s 25th restaurant, with the primary objective of breaking even on budget investment through restaurant bookings. At the same time, the campaign aimed to connect with the local demographic, driving awareness and reservations while maintaining The Botanist’s authentic and engaging brand image.

The solution

Driving local impact with targeted Spark Ads

Since the campaign centered on a single restaurant launch, the strategy focused on engaging potential customers in Edinburgh through localised content and TikTok’s most effective ad formats.

By tailoring messaging to the Edinburgh audience and leveraging creator-led content, the campaign successfully drove awareness and restaurant bookings while maintaining The Botanist’s welcoming brand identity.

A key pillar of the strategy was Spark Ads, transforming organic TikTok posts into high-performing paid promotions. This approach amplified content reach, delivered a strong ROI, and ensured long-term visibility on TikTok’s search results.

To ensure the campaign generated genuine restaurant interest, content was designed to be engaging and inspire bookings:

•Top-of-funnel teaser content, leveraging TikTok trends to build anticipation.

•Scottish creator partnerships, featuring influencers with local accents and authentic storytelling to establish a strong regional connection.

•Engaging staff-led content, including MTV Cribs-style restaurant tours and immersive behind-the-scenes interviews, reinforcing The Botanist’s brand personality.

Working with SCROll STOP’s extensive creator network, the campaign featured popular Scottish food influencers such as @topscottishscran, @hannahscranz, @myscottishmenu, @livyasminn, and @edibleinedinburgh. Their content brought an authentic, customer-first perspective that drove real engagement and conversions.

By executing strategically timed, multi-format ad campaigns, the campaign effectively captured local attention, generated excitement, and successfully converted interest into restaurant bookings, while strengthening The Botanist’s presence on TikTok.

The results

Smart advertising solutions for a local launch

To generate buzz and drive bookings for The Botanist’s new location, SCROll STOP designed a targeted social advertising campaign that delivered outstanding results.

The campaign reached a massive 1.5 million views across TikTok content between August and November, successfully translating online engagement into real-world visits. With an exceptional Return on Ad Spend (ROAS) of 29.74x, the campaign secured over 700 bookings, all while achieving a record-breaking low cost-per-booking of just £1.83.

The Spark Ads used in the campaign maximised the restaurant's visibility whilst strengthening The Botanist’s search presence on TikTok - ensuring the restaurant's ongoing discoverability beyond the initial launch. The long-term exposure this has provided has aided the growth of the restaurant, which is now one of The Botanist's best performing sites.

The success of this campaign played a crucial role in The restaurant's strong launch, helping to establish awareness, attract a steady stream of customers, and lay the foundation for long-term brand loyalty.