International lifestyle brand
I joined this agency as it was supporting a family and lifestyle brand that had been their client for 25 years.
At that time, they wanted to break into new markets, secure bigger partnerships, and build community beyond their traditional audience – without alienating the core base.
Post-COVID, nostalgia culture was surging with Gen Z and Millennials. The brand was perfectly positioned but they needed fresh ideas to turn that opportunity into real business outcomes.
Results
24.4m annual Instagram reach (+75% YoY)
400k total community (31% follower growth in one year)
3,120% TikTok growth in 12 months
17% blog traffic increase to 21k yearly visitors
74m annual influencer reach (+99% YoY)
250+ press placements per year
24 hrs to sell out 200 pop-up shop preview spaces
What I Did
Over the five year period, I led strategy and execution across PR, social media (all major platforms), influencer marketing, content, and blog growth.
Evergreen and promotional PR campaigns.
I managed the PR activity for the brand which involved product placement, national features and event coverage in the likes of Sheerluxe, Metro, Notebook, Daily Mail, Time Out, Country & Townhouse, The Independent and more. Approx annual PR reach was 19m ECV.
Influencer partnerships that moved product.
I built a relationship with Molly-Mae's agent (8m+ followers) after spotting she was a brand fan, securing an organic gifting partnership while she was pregnant.
That single partnership generated 20+ national press placements across The Sun, Daily Mail, OK!, and The Mirror – plus features in her Amazon Prime documentary.
Alongside this, I ran an evergreen gifting programme with 10+ organic influencers per month, each with 3%+ engagement rates, timed around launches and seasonal moments.
Social content that drove sales.
I managed the social media community of over 400k, regularly creating viral content in the millions and launched the new TikTok channel to 32k followers within the first 12 months. I also travelled to Europe with the client to shoot experiential content optimised for footfall and purchases. Multiple videos went viral on TikTok and Instagram – and many of the products featured sold out.
Examples of organic Instagram and TikTok views for the client
A pop-up launch that sold out in 24 hours.
I worked within the team that activated the promotional strategy for a major London pop-up in partnership with Chinatown London. 200 free preview spaces for the store sold out in under 24 hours. After the store opened, there were queues out the door for weeks and the click & collect service had to be suspended because product was moving too fast.
Partnerships that extended the brand's reach.
The visibility built within the agency opened doors to partnerships with Hilton Bankside, Mulberry, Skinnydip, a major art exhibition, and Ichiba, the largest Japanese food hall in the UK – including menu items and special edition products in Westfield London.
Grounded Socials can help you achieve this for your brand or clients, contact me today to discuss how my support can impact your growth.
