30k new followers for Chapter Living with organic social content strategy
Client
Chapter Living
Services
Social media content series for six London accommodation sites
As Chapter Living’s long-standing organic social partner, we wanted to build on the success of our UGC-led content by creating a more distinctive social presence for its individual London locations. The aim was to engage Gen Z students and position each property as a premium accommodation choice, showcasing not just the spaces, but the communities, neighbourhoods and experiences that make each location unique. Using platform-native, UGC-style content, we set out to bring the full Chapter living experience to life beyond traditional accommodation tours.
Our strategy combined lifestyle, property-led videos with local area guides, and hotspot content, giving prospective residents a more complete picture of life at each location. We captured creator style content at each location, with our Focus social team featuring in all videos as creators. We used a mix of direct-to-camera, voiceover and fast-paced montage formats, incorporating trending creative structures and strong, platform-native hooks to maximise relevance and reach. The content was intentionally UGC-led and authentic, allowing it to feel native to the platforms rather than traditionally branded. We delivered a full content sprint across six Chapter Living neighbourhoods, creating a dedicated suite of social content for each location.
Since launching the content sprint in April, Chapter Living has seen significant organic growth across its social channels. The campaign has contributed to more than 30k new followers, taking the Instagram account beyond the 40k follower milestone. We’ve also seen more than 125k views and a reach of over 83k from the reel posts. By combining accommodation content with relevant local experiences and platform-native creative, the social strategy helped Chapter reach a wider Gen-Z audience while giving prospective residents a more authentic view of life at each property.
In less than 6 months, the content has generated: