Yoyo Glace & Boba Tea
Two beloved froyo and boba shops in downtown Montreal had loyal student followings but a quiet digital presence. Over 9 months we built a content engine, ran ongoing video production, managed Instagram daily, and launched Google Ads to drive store visits. The result: 247% Instagram community lift, 4.2x ROAS on Google Ads, and a content library producing late-night dessert searches every week of the year.
THE CHALLENGE
Yoyo Glace built its in-store reputation on DIY frozen yogurt, fresh boba, sweet crepes, and a vibe that pulled in late-night students from McGill and Concordia until midnight. Two downtown locations, one on Saint-Catherine East and one on Sherbrooke West, had steady walk-in traffic and a customer base that already knew exactly what to order.
But online, the brand wasn't holding its share of attention. Instagram was sporadic, content was thin, and Google Ads weren't running. In a city where the next bubble tea spot is two blocks away and every student has 30 dessert options in their saved Reels, loyal in-store alone wasn't going to keep the brand growing.
They needed a content engine that ran every day, video production that matched the playful brand, daily Instagram management, and Google Ads to capture the frozen yogurt near me demand that was happening with or without them.
THE NUMBERS, AFTER 9 MONTHS
- +247% Instagram community growth
- 4.2x Google Ads ROAS (blended Search + Performance Max)
- 38 short-form videos produced
- 6.1% average Instagram engagement rate (more than 2x the 2.8% F&B benchmark)
A year-round dessert brand in a seasonal category.
Two-location coverage, one brand voice: the content engine spoke to both downtown spots with localized, student-focused angles while keeping a unified playful voice.
Content engine compounded into engagement: 80+ blog posts and 38 videos over 9 months meant Yoyo Glace had something to post every single day. Engagement hit 6.1%, more than 2x the F&B benchmark.
Google Ads validated as a real channel: by month 6, blended ROAS held at 4.2x, with high-intent dessert queries delivering the strongest paid performance.
Year-round presence in a seasonal category: frozen yogurt goes quiet October to March for most shops. The content engine flipped that by pivoting to winter creative (hot bubble tea, late-night student menu), keeping Yoyo Glace in feeds and search when competitors disappeared.
THE TIMELINE, month by month
- Month 1-2: discovery and foundation. Brand voice workshop, content pillar framework, first onsite shoots at both locations, IG cadence locked, Google Ads architecture built.
- Month 3-4: content engine running. First blog posts and Reels live. Google Search Ads launched on high-intent dessert queries. Performance Max in test. Daily IG at full cadence.
- Month 5-7: scale and optimization. Performance Max scaled with proven creative. Engagement above 4%. Video at bi-weekly cadence. Seasonal pivots tested.
- Month 8-9: compounding. 247% community growth. 4.2x Google Ads ROAS. 38 videos and 80+ blog posts. Yoyo Glace established as Montreal's always-on dessert brand.
"We've always had loyal customers in-store. Now we're seeing that same energy online. Popnest Media helped us show up where it counts."