Always-on content strategy and influencer programme that turned a D2C hospitality upstart into a social-first brand with $1.2M in year-one attributed revenue.
Soho Bureau was a new hospitality concept with real personality, a limited media budget, and the ambition to compete with brands ten times their size. Their social presence was inconsistent, their influencer work was transactional, and their content didn't hold a point of view. They needed an engine, not a refresh.
We built the whole machine. Content pillars tied to booking intent, not vanity metrics. An influencer programme based on cultural fit over follower count. A production cadence that felt like a media company, not a hotel. Every post earned its place in the feed by answering one question: does this make someone want to be there?
Platform-by-platform content architecture, posting cadence, tone of voice guide, and monthly editorial calendar.
120+ pieces of original content per quarter — video, photo, copy — produced fully in-house at cost-per-piece rates that embarrassed the competition.
62 creator partnerships across Year 1, selected for audience overlap with Soho Bureau's ideal guest, not follower totals.
Weekly content performance reviews with revenue attribution modelling tied directly to social-sourced bookings.