ResX: Increasing Organic Social Impressions 227% YoY

“

Working with NoGood never felt like working with an agency; they operated like true partners and were incredibly hands on. The team also understood our brand from day one.

Mena Barakat Co-Founder | ResX

We helped ResX, a reservation-exchange app, increase organic social impressions by 227% YoY across TikTok and Instagram.

Discover how

227%

QoQ increase in Impressions

134%

QoQ Increase in IG engagements

99%

QoQ increase in downloads

Overview

ResX is a peer-to-peer reservation exchange platform that connects diners to sold-out tables at NYC, London and Miami’s most sought-after restaurants.

What started as an Instagram account helping people share last-minute reservations has evolved into an app solving the biggest pain point in modern dining: accessing trendy, acclaimed restaurants without months of advance planning or premium concierge fees. By facilitating the exchange of in-demand reservations between everyday diners, ResX democratizes the exclusive dining scene while representing peak culture in motion, offering a live look at what’s trending now.

The Challenge

Breaking through a saturated reservation landscape dominated by Resy, OpenTable, and concierge services
Balancing acquisition between reservation claimers and submitters to maintain healthy supply and demand
Geographic expansion, scaling from NYC to London and Miami while adapting messaging to regional dining cultures
Translating strong social engagement into actual app downloads and active reservation claims / submissions

Services

Paid Social

Organic Social Strategy

Content Creation

Analytics & Performance Insights

Growth Strategy

Persona & Value Prop Mapping

Design

Social Listening

Social Search Optimization

Approach

How We Did It

Expanded beyond generic restaurant recommendations into community and culture content plus product-specific data storytelling to differentiate in an oversaturated space

Launched TikTok with platform-native content strategy recognizing distinct audience behaviors and content formats versus Instagram’s established user base.

Created repeatable, top-performing content franchises (restaurant matrices, niche personality quizzes) that drive consistent engagement and give users reason to return.

Built proactive content calendar tying ResX to key cultural beats (Oscars, Met Gala, album drops, TV finales, Spotify Wrapped) and seasonal dining moments (holidays, Valentine’s Day), inserting the brand into trending conversations to increase discoverability and position ResX as culturally fluent beyond just restaurant utility.

Applied NYC organic learnings to London paid launch while adapting messaging for regional dining culture, competitive landscape, and local restaurant scene nuances.

Developed creative testing framework across paid social and Google Ads, iterating on persona-specific messaging and seasonal moments to drive downloads and first reservations.

Results

NoGood transformed ResX’s social presence into a high-performing growth engine, driving 160% year-over-year increase in Instagram impressions and an explosive 3776% year-over-year increase in TikTok views by expanding beyond generic restaurant content into cultural moment activations and serialized franchises. This multi-platform approach didn’t just build awareness, it created a sustainable content ecosystem that keeps users engaged and returning.

For ResX’s London launch, NoGood applied learnings from NYC’s organic success to build a localized paid media strategy that acquired 10K new users while decreasing cost per install by 21% quarter-over-quarter. By adapting messaging to regional dining culture and testing persona-specific creative across Meta and Google Ads, we proved a scalable framework for future market expansion.

The paid strategy, combined with organic momentum, nearly doubled app downloads quarter-over-quarter with a 99% increase, successfully converting social engagement into active reservation claimers and submitters across both markets.

21%

QoQ decrease in CPI

160%

YoY increase in Instagram Impressions

3776%

YoY increase in TikTok Views