Home Grown Club is a private members club for high-growth entrepreneurs, based in Marylebone. We started working with the club prior to their opening, with the objective in helping them build a strong social presence by the time of their launch.
To raise awareness pre-launch and build momentum of the new club opening as well as encourage applications to be a member. Our challenge here was to create a strategy for attracting membership sign-ups before having access to club resources, as they were preparing for the opening.
With our clients target demographic in mind, we tailored our pre-opening approach to focus on;
Showcasing interesting sneak peeks into the club and providing snippets of information on what’s to come to encourage sign-ups
Highlighting ambassadors of the club through photography, video and written interviews, quotes, articles and more.
Showcasing the club, we created a variety of content for the social channels to create a buzz around the opening:
Portraits & Ambassador Profiles
Video Content: Location and interior showcases and an interview series with Ambassadors
Graphics and branded GIFs
We saw great growth for Home Grown, building up t0 the opening of the club. In particular, we saw significant growth on the LinkedIn page, with a 58% follower increase.
Percent increase across all platforms