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1,000 Instagram followers by The Club launch in February 2023
We grew the Instagram following to 2,000+ followers by December 2022
Bamford
Categories
Lifestyle
Wellness
Spa & lifestyle brand Bamford has launched its holistic fitness and wellness members club in the Cotswolds. We were engaged to introduce The Club to the market, distinguish it as its own brand – separate from the existing Bamford and Daylesford Organic brands within its group – and build its pre-launch waiting list and members list.
We begin every project like this asking ourselves the question: who is this brand, what does it want to say and what are its competitors saying?
After looking at the marketplace, speaking to our network and pulling together our best minds in marketing, strategy and brand experiential we concluded this: a need for exciting influencer-led content, celebrity interviews, targeted newsletters, a club magazine and TikTok post-launch.
This brand also needs high-end activations and PR opportunities. From London Fashion Week to the Belmont train, unusual therapies and partnership stunts, we developed a full calendar.
We called on The Club’s prestigious committee to help shape influencer social content and to be the subject of interviews for The Club blog. These included the likes of celebrity nutritionist Rosemary Ferguson, and Olympian Lord Sebastian Coe.
Extending the partnership
Although our role centred on the retained delivery of social media, web and email content, we also supported The Club so that seasonal milestones and events could be maximised. This included the likes of developing the ‘All I Want for Christmas is… A Club Membership’ campaign for which we provided the ‘Santa Sprints’ activation concept for the Daylesford Organic Christmas Preview – generating signups from those interested in membership.
We further developed this competition into a 12 days of Christmas giveaway to build upon the increased audience and encourage engagement.
KPI /
Achieve an average post engagement rate of 1.39% in line with industry averages
We achieved an average post engagement rate of 3.45%
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At least one reel per week on the feed
During our time on this project The Club was still in build. This meant there was no available photography or video footage to use to promote it. Through creative use of stock footage and influencer content, we created high performing video content achieving a minimum 1+ reels a week.
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One monthly interview with an influencer on The Club committee
We successfully recruited committee members to interview across the food, beauty, sport and nutrition industries, and secured bonus video content from all of these individuals for social media.