The Hoxton is a luxury hotel chain known for its contemporary design and commitment to community engagement. The company has several locations worldwide, including London, Amsterdam, and Paris, and is very proud of its unique and stylish approach to hospitality.
Bringing the ‘Human’ to a Luxury Space.
The Hoxton recognized that the social media landscape was constantly evolving and wanted to ensure that their social media strategy aligned well with these changes. Ultimately, they aimed to increase their presence on social media. While becoming a more “personality-driven” brand to increase engagement with their community.
Finding a balance between a high-end brand and a down-to-earth community-led presence is tricky. However, at Spin, we position ‘community’ as a central pillar across all content and all clients – and adapt various styles and tones to match each client’s wishes.
The Hoxton, for example, felt that their content needed to resonate with their audience and that the brand’s message needed to be more effective – while the strategy aligned with their business goals and drove tangible results.
An In-Depth Audit and Strategy.
To address these challenges, we conducted a full audit of The Hoxton’s current social media presence, including their Facebook, Instagram, and Twitter accounts. This audit included an analysis of their follower demographics, engagement rates, competition analysis, and content strategy. Based on our findings, we provided The Hoxton with a detailed report of our recommendations and insights. We then worked with The Hoxton’s team to develop a comprehensive social media strategy to help them achieve their goals.
Our expert recommendations focused on creating a social-first, community-led approach to content and copy, ensuring the brand’s message became increasingly more personable and human-centric. This included a recommended shift in content direction tailored to a more personal and interactive approach and a more conversational tone. We also suggested introducing new ways of engaging with the community, such as utilising user-generated content, social listening, and utilising influencers.