Case Study 01
A central London boating experience company partnered with Dove Social & PR in 2017 for flexible seasonal social media management. Seven years later, we continue to drive their digital strategy during the crucial summer months.
01
The Brief
GoBoat London needed to reach diverse audiences across London and beyond - from tourists exploring the capital to local families seeking unique experiences, Millennials planning celebrations, and Gen Z looking for Instagram-worthy activities.
The challenge was positioning canal boat hire as an appealing option for birthdays, special occasions, and day trips whilst building year-round brand awareness despite seasonal operations.
03
The Challenge
Operating a seasonal outdoor business in unpredictable British weather requires agile marketing. Each spring, we restart momentum after winter closure, working around weather disruptions that can derail even the best-laid plans.
The ultimate test came during Covid-19 restrictions. We pivoted quickly, positioning GoBoat as the perfect socially-distanced activity with natural 'bubbles' and household groups up to six people.
Our breakthrough innovation was Openaire Cinema at Merchant Square - guests could watch classic films from their boats, order food via QR codes, and enjoy entertainment whilst staying safely distanced. This campaign generated over 200 pieces of press coverage, including global news broadcasts.
02
The Strategy
Our approach focused on sustainable growth rather than short-term engagement, leveraging content creators to generate authentic user-generated content and reach new audiences organically.
Key strategic pillars:
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Creator partnerships to showcase genuine experiences and expand reach
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Growth-focused social media prioritising follower acquisition and brand awareness
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Direct email marketing to build a substantial database for repeat bookings
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Seasonal campaign front-loading to maximise impact during operating months
04
The Results
Growth achievements since 2017:
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Follower growth: From 300 to almost 50,000 across social platforms
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Business growth: Zero investment to £1m+ annual turnover
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Email database: Built to 65,000 engaged subscribers
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Content creation: 1,000+ influencers and content creators have experienced and shared GoBoat
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Press coverage: 200+ pieces during Covid pivot, including international media
Ongoing impact:
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Weekly newsletters maintain customer engagement with exclusive offers and experiences
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Content creator partnerships deliver fresh, authentic content throughout the season
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Strategic campaigns consistently fill booking capacity during operating months
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Brand awareness extends far beyond London, attracting tourists and day-trippers
CASE STUDIES
Case Study 02
A sustainable furniture company underwent new ownership in early 2023 and needed a lean organic social media strategy whilst focusing resources on other areas of the business. Our 'maintenance' approach delivered impressive results through strategic content repurposing and collaborative teamwork.
01
The Brief
When Grain Furniture's new owners took over in early 2023, they inherited a beautiful sustainable furniture business with a strong brand identity but needed to maintain social media presence whilst prioritising other areas of business development.
The company specialised in bespoke fitted kitchens and bedrooms, expanding into made-to-order furniture with some stock pieces for faster delivery. Their focus on sustainability, FSC certified wood, British design, and modern Scandinavian aesthetics appealed to design-conscious customers seeking eco-friendly, high-quality pieces.
Based on Argall Avenue in Leyton, their workshop crafted everything from scratch in oak and walnut, but the new ownership needed cost-effective marketing support during the transition period.
03
The Challenge
The primary challenge was maintaining fresh, engaging content whilst working within strict budget constraints and adhering to Grain's sophisticated brand aesthetic.
Key obstacles:
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Limited new content budget requiring creative repurposing of existing assets
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Upmarket eco brand voice that demanded consistent tone and visual quality
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Preventing follower loss that occurs when brands go inactive on social media
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Content variety using the same pool of professional photography over 18 months
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Remote collaboration with freelancers across different locations who had never met in person
The 'maintenance' approach meant finding new angles and presentations for existing content whilst keeping followers engaged and supporting other marketing channels.
02
The Strategy
We developed a 'maintenance' approach designed to keep the brand visible and engaged without requiring significant new investment or resources.
Content strategy:
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Twice weekly posting with a mix of carousel posts and Reels
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Daily Stories using branded Canva templates following brand guidelines
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Strategic repurposing of existing professional photography and UGC
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Collaborative approach working alongside freelance blog and newsletter writers plus advertising specialists
The goal wasn't aggressive growth but consistent brand presence to retain existing followers and support broader marketing efforts across email and paid advertising.
04
The Results
Despite the lean approach and reduced marketing spend, Grain Furniture achieved remarkable business growth:
Business performance:
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Revenue increased 120% year-on-year after 12 months
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Digital advertising spend halved whilst maintaining market presence
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Sustainable follower retention preventing the decline that occurs with inactive accounts
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Cross-channel content efficiency with social posts repurposed for ads, newsletters, and blogs
Social media outcomes:
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Consistent brand presence maintained throughout ownership transition
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Engaged community retained through regular posting and interaction
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Content multiplication with social posts supporting Meta ads and email campaigns
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Collaborative success with remote freelance team delivering integrated marketing
Operational benefits:
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Seen as extended team member through regular strategy meetings
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Cost-effective content creation maximising existing asset value
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Brand consistency maintained during significant business changes
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Strategic support for broader marketing initiatives