Next Project
Grosvenor is London’s largest and oldest private landlord, owning both Mayfair and Belgravia. They asked us to revamp their Instagram channels for both areas to increase followers and drive content engagement.
Over 400 tenants are based across both Mayfair and Belgravia. These range from food and fashion to lifestyle and galleries. Each one of these tenants request to be regularly featured on the relevant Instagram channel in some way shape or form. We needed to create a way of working that allowed us to keep on top of these requests and ever-changing social trending moments, while also hitting client objectives.
This audience wants to understand what is happening in real-time. They want up-to-the-minute and on-the-street-now content so they can choose where to spend the afternoon, the weekend or how to plan their London getaway. And as Mayfair and Belgravia are different areas with different clientele, we had to adapt our content and production approach for each neighbourhood. For example, Mayfair is known for its food and fashion offering, so we would use a hyper stylistic filming technique when shooting there. Belgravia, on the other hand, has a more community-focused feel, so we decided to shoot more interview and educational content here.
We devised a content strategy that focused on two primary goals–gaining followers and driving engagements. Each of our posts would aim to achieve one of these objectives. This was done by making full use of engaging call to actions in post copy, teasing hero events like Christmas and summer activations, and experimenting with new filming techniques to ensure content consistently felt fresh and exciting.
For specific hero moments, we developed a more strategic approach to achieve the most from these events. Extra shoots were planned to capture the most amount of content possible and wrap up videos allowed us to boost longevity and drive conversations long after the events ended. Monthly reporting also gave us insight into the most effective pieces of content. All of this informed our thinking, helping improving our approach for future events.
Visiting each neighbourhood every month allowed to always keep pace with trending moments giving us the tools to build a library of assets that could be repurposed throughout the year. This meant we could be reactive and agile at the right times.On top of this, we evolved our media strategy based on changes to Meta’s algorithm, ensuring our audiences were engaging with as much of our content as possible.
- 0%
increase in engagement rate in August to October '23 vs the previous period
- 0K+
Instagram followers added
