KUMO is a standout Japanese fluffy-pancake café in Barcelona, and its whole model runs on a steady flow of new tourists through the door. Our job was to keep that flow coming — and to grow it. Over two months we reached 136,747 people, added more than 2,500 followers, and, in the owner's own words, brought the queues back.
The venue
KUMO is one of those places you do not have to explain. They sell Japanese fluffy pancakes — the tall, jiggly, camera-ready kind — a concept with real visual pull. But in a tourist city that pull only pays off when new people keep discovering the place: the line outside is something you earn week after week, not a given. The moment the flow of new visitors slows, the room feels it.
The brand came to us with a specific goal: grow tourist reach. The business model leans on visitors, not regulars. People come ready to wait in line, most of them once or twice, and the crowd skews toward families with kids, anime fans, and lovers of Japanese culture. A model like that lives on a constant supply of new faces. The brand cannot coast on people who already came, because most of them are not coming back. The top of the funnel has to be refilled, again and again.
Our approach
Since the audience was so specific, the creative had to be just as specific. We did not run generic food ads — we built for the exact people who actually show up.
We asked for content tuned to that crowd: trending pancake moves, the jiggle and the pull, UGC-style clips, and clean shots of the dishes themselves. Cute, high-quality, kid-and-teen-friendly video — the kind that anime fans and families share without thinking. Then we put it behind follower and reach campaigns to widen the flow.
A strong concept gives you a head start, but it does not aim itself. Our job was to take that appeal, put it in front of the exact tourists most likely to walk in, and turn the attention into followers who keep KUMO on their feed and bring the next wave in. The reach, the clicks, and the followers were the product of that targeting and that creative — not something that happened on its own.
Results
In about two months, on €441 of spend, the campaign moved fast.
And the part that matters most happens on the street, not in the dashboard. In the owner's own words, the result was visible right away — noticeable in the queues coming back. A strong brand and a team that loves the project, working together, and the line outside KUMO is full again.
| Ad spend | €441.66 |
|---|---|
| Impressions | 225,717 |
| CPM | €1.96 |
| People reached | 136,747 |
| Frequency | 1.65 |
| Link clicks | 12,388 |
| CPC | €0.04 |
| CTR | 5.49% |
| Instagram profile visits | 12,864 |
| Cost per profile visit | €0.03 |
| New followers | 2,557 |
| Cost per follower | €0.17 |
Proof
The queues, in real life
What the owner said during the work
Why it worked
Two things made this work, and they stack.
First, the product gives you something to work with. KUMO is genuinely photogenic, so the creative we built around it landed hard. But a photogenic product still has to be filmed right, targeted right, and pushed to the right people at scale — and that is the work that turned appeal into 136,747 people reached and a full line outside.
Second, the precision. We did not advertise to everyone — we advertised to the exact crowd that walks in: families, kids, anime fans, tourists, with cute, trend-native video made for them. Match the creative to the real audience, not the imagined one, and the numbers move.
This transfers cleanly to any business built on new customers rather than repeat ones. Tourist spots, one-time services, destination venues — they all live on fresh reach, not loyalty. The play is the same: keep the top of the funnel full with content tuned exactly to who actually shows up. And if your product already has real appeal, the right ads are the fastest way to turn it into people through the door.
