A viral reel worth £98k in earned value.
Ahead of FiLLi's Manchester opening, we rebuilt the content strategy around the team and the brand's personality. One reel went on to reach 24 million people.
- Sector
- Cafe / chai
- Engagement
- Content + organic
- Trigger
- New store opening
- Window
- 30 days post-viral
The numbers.
Challenge.
A new market entry needed cut-through fast. The existing content programme wasn't built for the comedy-led, people-first format the audience actually engaged with.
Strategy.
- 01
Reset content towards comedy sketch-style work that surfaces the team.
- 02
Plan around seasonal moments (Valentine's) where the format would land hardest.
- 03
Turn the viral spike into a sustained follower and footfall base.
Execution.
- 01
A reworked monthly content slate built around the team.
- 02
A Valentine's Day reel produced and seeded in the right windows.
- 03
Community and DM management to convert the audience surge into followers.
What it meant.
A single reel delivered the kind of awareness new-market entry usually takes a year and a six-figure budget to buy - £98k of earned media value from one piece of content.
More work.
Bringing North London's neighbourhoods to life.
£12,500 revenue from £1,500 ad spend.
