Growing The Hoxton’s monthly engagements by 600%.
The Hoxton’s social channels retain a highly-engaged community of loyal brand fans, a marketer’s dream. However, though its UGC is strong, its core posting strategy needed evolving beyond gaining ‘likes’ for great photos towards a richer, more multimedia content mix focused on saves, comments and video views. All the while keeping community at the heart of everything.
A multimedia posting strategy
Whilst The Hoxton previously posted three times a week, I increased this to 21 posts a week – a mix of video, IG stories and community UGC, with format testing on top. Reach and engagement immediately saw an uptick.
Instagram reels
With many social algorithms now centred around short-form video, reels quickly became The Hoxton’s default format – be it launches, UGC, brand campaigns – with a focus on increasing video views. The pups in Paris got over 100k.
Tiny Hox
The Hoxton’s global social channels are one its main launch platforms for brand campaigns, like this one – Tiny Hox, for stays with little’uns. As part of a wider content launch, I worked with the US team to coordinate a photo shoot for assets to drive its launch on social.
#10DaysOfHoxStays
As part of The Hoxton’s festive activity on social, I developed a 10-day series of Instagram giveaways – each one a stay at a different Hoxton location, prize from a local partner and dinner for two. With each a collab post with the local brand, the series brought in 4k new followers (net), 10k comments and an engagement rate of 7.5% in 10 days.
Social content that gets results
With a new posting strategy, each key social metric increased rapidly over a period of just six months. In particular, social video increased from around 8k to 175k average monthly views and average engagements increased from 4k to 40k per month.