How to develop a TikTok profile with limited resources: a MySushi case study

Client:

MySushi is a sushi restaurant chain from Estonia with 6 restaurants in Riga. The brand was already active on Facebook and Instagram, regularly communicating with the audience, with a special focus on new restaurants, offers and daily experiences.

Objective:

The main objectives of the TikTok platform were:

• Increase brand reach and awareness;
• attract new audiences that previously didn’t follow MySushi;
• Support sales by showing restaurants, offers and on-site visits;
• do it all with a rational approach to resources and budgets.

Solution:

Working with MySushi, a practical, sustainable content approach was chosen that suited the company’s capabilities, without trying to artificially increase volume or production complexity.

Important: no paid advertising was used during the entire period of cooperation – all results were achieved 100% organically, based on content tailored to the platform, regularity and audience interest.

Publication model:

• 1 Special TikTok video per week, adapted to the platform’s format, pace and audience habits;
• 1 video per week duplicated from Instagram using existing content without additional editing or customisation.

Given the company’s capabilities, one of the videos of the week was simply transferred from Instagram to TikTok. This ensured a regular presence on the platform, while allowing the main creative resource to focus on one high quality, TikTok-specific video per week without increasing costs.

Content focus:

• ideas that are easy to understand and clear;
• real locations and people;
• everyday situations that audiences can identify with;
• clear calls to action (comment, follow through, share)

Results:

TikTok’s profile started to grow organically and the platform became a full-fledged channel for brand awareness and sales support, not just an environment for experimentation.

Time period: 30.01.2025. – 31.01.2026.

Key indicators:

297 000+ video views
251 000 unique viewers
117 000 new viewers
7 487 likes
1 310 comments
1 323 shares
+1 742 new followers (total 1 777)

Sources of user traffic: 93.7% of “For You” traffic, showing that the content was organically distributed beyond the existing audience.

Top video results:

individual videos reaching 20-32 thousand views worked best:

• Educational content (“sushi mistakes”)
• restaurant openings,
• street interviews and competitions.

Conclusions:

• There is no need to wait for “ideal conditions” to launch TikTok;
• Authentic and simple videos with a clear idea often work better than overproduction;
• TikTok’s growth does not require a large volume of video if the content is targeted;
• Content tailored to the platform delivers significantly higher returns than mechanical duplication.

What can other companies learn from this?

This collaboration shows that TikTok does not need ideal conditions, a big budget or complex content production to grow. In the case of MySushi, a deliberate, rational approach was taken – a regular presence on the platform and a clear focus on content that is understandable, authentic and tailored to the TikTok environment.

Importantly, the results did not happen in one day. They came from a consistent process of observing how audiences reacted to different formats and topics. It was the daily content that allowed us to understand what attracts attention, prompts comments and the desire to share further. This constant adaptation to audience reactions is in fact testing, even if it is not called by that name.

The case study also clearly shows that the reach and visibility of TikTok is not in conflict with sales. On the contrary, a regular presence, updating the restaurants and showing everyday situations form the basis for the brand to be “top of mind” when people think about eating out.

And finally, a structured approach can deliver real results even with limited resources. By focusing on one platform-specific video per week and making smart use of existing content, MySushi was able to grow the TikTok channel without paid advertising, while keeping control over budget and workload.

Conclusion

At SPREDD, we help businesses create content that not only looks good, but also gets results. If you would like to try a similar approach for your business, contact us: info@spredd.eu