London Square
Curating London Living Through Social
INSTAGRAM FOLLOWERS
INSTAGRAM VIEWS
SAVE RATE
ENGAGEMENT
The brief
London Square tasked us with bringing their “making London greater” vision to life on social, starting their Instagram from scratch. The goal was to grow a meaningful, engaged audience around placemaking, interior design, community, and the London lifestyle – all while helping prospective buyers feel connected to each development and hitting 10k followers as a first milestone.
The idea
We focused on the stories that make each neighbourhood special: a morning flat white in a local café, independent shops tucked around cobbled streets, sunlight spilling across a show home’s designer interiors. Placemaking became the hero content thread, highlighting the lifestyle and character of each development. By showing real people inhabiting and enjoying these spaces, we made London Square feel less like a property developer and more like a curator of London life.
The making of
Over the course of the campaign, we produced a mix of organic content, reels, and carousel posts across 16 developments, from one-bedroom apartments to luxury townhouses. Interior styling shoots at CHK, Nine Elms, and Fifty Brook Green celebrating craftsmanship and design, placemaking content in Croydon that changed online sentiment around the area and aspirational model shoots in Twickenham Square that captured the lifestyle these spaces enable. Influencer collaborations extended reach, offering authentic, human-led tours of spaces and local streets. We designed posts specifically for Instagram – visually rich, thumb-stopping, and timed for maximum engagement, turning each feed into a vibrant, scrollable neighbourhood.
The results
By late 2023, London Square had surpassed 30k Instagram followers, placing them among the top property developers in the UK for social reach. From December 2024 to December 2025, Instagram performance continued to grow across followers, engagement, views and mentions.
Instagram followers grew by +7.1%, with a +23.4% increase in engagement and +32.6% increase in views to 6.4M
Mentions increased by +70.5%
Save rates increased by +1324%, with content consistently outperforming competitors on engagement
Integrated campaigns across all developments achieved CTRs above 1%, with CPAs between £30 and £80
