Tonight Josephine
Tonight Josephine is a chain of sassy late-night cocktail bars that offer delicious cocktails, banging tunes and outrageously boozy brunches for women across the UK. With plenty of glitzy booths and Instagram-worthy neon signs, it’s the perfect spot for a night out for you and the girl gang. Tonight Josephine is the ideal venue for women who want an unpretentious and brilliant night, any day of the week!
When Nonsensical began working with Tonight Josephine in March 2023 as their organic TikTok agency, the cocktail bar already had a reputation for its brunches and incredible nights out, but there was a worry the venues carried an upmarket reputation to outsiders.
01Our approach
To counter this perception, Nonsensical crafted a strategy that embraced Tonight Josephine’s relatable side and aimed to resonate with a diverse female audience. The approach revolved around infusing a sassy and empowering tone of voice into content, steering away from an upmarket image.
In our initial month, we hit the ground running, leveraging trending memes and original content ideas to reach over 2.3M unique viewers.
Our marketing stunt at the London premiere of Greta Gerwig’s Barbie movie was a showstopper. Media giants like PopSugar and The Evening Standard picked up on the buzz, amplifying Tonight Josephine’s presence across organic channels.
02The results
Over the course of our time working together, Nonsensical generated over 3.8M organic video views and 197k+ shares, earning a verification badge and successfully creating a hype machine that positioned Tonight Josephine as the best bar for women in the country and on TikTok!
What the work delivered
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