eight&four x Landsec: Defining the Role of Social for Landsec

Landsec’s social approach for the London locations One New Change and Create Victoria had become stagnant, so they reached out to us to audit their channels, advise on what they needed to do to improve results, and set up their team for success through stakeholder management and training.

The Challenge

As the two locations were stuck in a cycle of low awareness, low engagement and low consideration, our challenge was to get more people to visit and drive brand awareness and top of mind status to recruit new audiences and customers. To reach the right people at the right time with the right message and tactics, we needed to redefine the customer journey and implement a social vision that would cut through the noise of the competitive London leisure and hospitality scene on social.

The Approach

A clear customer journey was identified to connect the dots between generating awareness and footfall. We developed a social strategy to drive results in the first section of the cycle and nudge the audience down the customer journey. This involved defining an audience-first approach, from channel roles and content creation to community management and paid support. We produced a social toolkit refreshing the paid, earned, and owned social approach for both locations alongside a year long consultancy and training program, ensuring best practice, test and learn and innovation underpinned all social activity.

The Impact

Since overhauling Landsec's activity and setting a new strategy, we have:

52M social impressions
+18% year on year
321K post engagements
+8444% year on year
90K link clicks
+497% year on year
9.2K high-intent page visits
+1269% year on year


eight&four x Landsec: Defining the Role of Social for Landsec

We have tackled a range of briefs since 2019, from content strategy to lower funnel lead acquisition and footfall driving campaigns. The core challenge was defining the role of social, and Landsec also wanted to understand how to integrate social with wider business objectives.

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