Resident

Overview

Increased total revenue by 82% in the first 90 days with new creative and media strategy

Resident creates one-of-a-kind culinary experiences in NYC, bringing together award-winning chefs and an intimate guest list. The brand needed a creative strategy that matched its upscale tone, attracted new diners, and scaled efficiently across Meta ads—without sacrificing brand integrity or cost-efficiency. By testing high-performing video assets, landing page variants, and refined copy, Fat Earth drove down CPL and consistently scaled winning campaigns—establishing a repeatable creative formula rooted in exclusivity and experience.

The Strategy

We implemented iterative creative testing across video and static formats, layering in fresh copy variations and new landing pages. By analyzing engagement across funnel stages, we identified a clear top performer: “lifestyle" video content of diners having fun enjoying the Resident experience in an elevated environment. We doubled down on this asset class while introducing new creative with refined messaging, audience targeting, and CTA clarity.

What Worked Well

Lifestyle video—paired with an updated Private Event LP—drove a sharp reduction in CPL. Copy that leaned into exclusivity and prestige (“one-of-a-kind,” “culinary luxury”) resonated more than fact-based messaging. Static image tests like “Date Night” and “Dine Above it All” also showed promise, opening opportunities for expansion beyond video-first formats.