20th September 2025 - We've just won a SILVER IPM award for Best us of Social Media! Read more🏆
The Center Parcs team approached us to develop a rapid content strategy and production plan to drive their social channels into the future and set the groundwork for their social team.
Rapid content strategy
The Center Parcs team needed an agency partner to create and implement a strategy for the future of their social channels. After a change in Instagram's algorithm had prioritised Reels and video content, we knew it needed to be at the heart of our strategy.
We began by researching and defining our target audience, uncovering further insights and behaviours across social channels. The client had defined some audience behaviours, but our team was able to dive deeper, revealing audience opportunities that hadn’t been considered.
Next, we completed our competitor analysis across Facebook, Instagram and TikTok. We identified content types that performed well, giving us clear direction for our own strategy. An audit of the Center Parcs social channels gave us insight into the types of content that worked well for their current audience and how they were using these channels in different ways.
As part of our platform recommendations, we identified the potential in TikTok for Center Parcs, despite the brief initially being constrained to Instagram.
Our research helped us to pinpoint specific content pillars that would work harder for them on Instagram Reels, whilst giving them a point of difference to competitors.
Once our strategy was defined, we created a social styleguide – a step we take with all our social accounts. This gives clear direction to all content production, really getting into the detail with the key brand assets, such as type, colour and art direction. Even editing styles, lighting direction and specific shot techniques are outlined.
A big part of the style guide is tone of voice - always unique to the brands and tailored specifically to the social channels. These are referenced when writing posts and scripts for film voiceovers.
The aim is to give consistency throughout the process and enable us to create content quickly and efficiently - particularly useful for the fast-moving nature of the work.
With strategy and guidelines in place, creation could begin.
Starting with collaborative ideation with the client, we populated content calendars and planned shoot days. An agile production team of 3 or 4 people would visit their sites across the UK to create a suite of videos each month, often shooting directly on phones. In-house editing gives a fast turnaround – useful for reactive and seasonal moments.
Community management was another facet to the project, giving us the opportunity to encourage positive sentiment. We generated bespoke reports to track engagement, and give us a steer for the following month - allowing us to react and adapt.
In just 12 months we produced and posted 59 Reels with an average play rate of 31.2%. When the platform average is just 2.4%, that’s a big impact for the brand. In total they generated over 2.4m organic views with an engagement rate of 1% (platform average = 0.7%). Our Christmas video outperformed all sector competitors during the seasonal period.
Our work helped Center Parcs increase their followers by 16,756 - a growth rate 13% higher than before we launched our Reel strategy.
