Social-First Campaign Strategy to Drive Real-World Connection
Come In From The Cold | Community Led Social Media Campaign for a Local Co-Working Space
Campaign Objective
Awareness & First Visit
Duration
2 Weeks
Platforms
Tiktok & Instagram
Total Budget
£950
Approach
Community Co-Created
Tone
Warm, Friendly, Genuine
The Opportunity
Studies show that up to 1 in 3 remote workers frequently experience high levels of loneliness, with even higher levels reported among freelancers and we all know how difficult it is making friends or meeting likeminded people as adults.
Co-working spaces offer a low pressure way for people to connect, get creative, collaborate and best of all feel like they have a place to belong.
This campaign isn’t selling office space or wifi. It’s giving people a low friction way to step into a community.
The shift from a brand led to a community led campaign is where this strategy becomes really distinctive. Rather than the co-working space telling people why they should come in, the members do it for them. This will be more effective as community voices carry trust branded content lacks.
We will build the campaign up to warm up cold audiences and eventually invite them to a ‘warm welcome’ with a coffee on the house so that they can feel the atmosphere for themselves.
Co-Creation Framework
This campaign is built around community. The co-creation model works in 4 phases designed to feel like participation.
o1
The Members Brief
Before the campaign launch, 8-12 of our members recieve a warm personal invite from the co-working spaces’ team.
It should be a short brief explaining the campaign tone and concept. We can provide optional prompt cards to get their creative juices flowin’ but it’s important that they choose a format that feels natural to them.
02
The Content
Member contributions are collected and lightly edited.
Voice notes and messages are added to dedicated carousel posts, reels have captions. Each piece of content will be credited by their name, role and be linked to their relevant social profile.
03
Feedback
The campaign closes properly. A wrap post will be published thanking every member that contributed. Our strongest content becomes evergreen social proof, pinned posts, story highlights or website features.
The Content Funnel
Every piece of content in this campaign aligns with a stage in the decision journey. This funnel moves people from ‘that looks nice’ to ‘I want to be there’ before we ask them through the door
Stage 1 | Awareness
Goal: Stop the scroll. Make the right people feel seen before they know who we are
Reel Concept - An honest account
Unscripted 30-45 second member clips about what changed when they started coming to the co-working space. B-roll of them working in the area with a voice over or talking head shot in the co-working space.
Reel Concept - Spend a day with me
Vlog style video of a member carrying out a normal day within the co-working space. Show creative collaboration, the atmosphere, the facilities and briefly mention the impact working there has had.
Meta AD Concept
Low production member story. Sat with the co-working space as the backdrop and discussing their story using the hero's journey storytelling framework. They started as a lonely, creatively stifled freelancer stuck in the routine, attended a free networking hour at the co-working space and started attending casually. They noticed an increase in their productivity and signed up for a membership.
Caption Concept
Working from home is lonely. There, I said it. And, if i’m honest, spending everyday in the same 4 walls gets pretty boring.
If you’ve been feeling the 4 wall syndrome or forgotten how to talk to people, consider this your gentle reminder:
You wanted this for the flexibility. Take your laptop out, grab a coffee, say yes to that friend.
Just a lil’ connection goes a long way.
Stage 2 | Consideration
Goal: Build trust and deepen the emotional connection
Carousel Concept | Community Thoughts
Member quotes as a carousel - one per slide including the members name and role.
Reel Concept | What are you working on?
show what members are building in the co-working space. show facilities like the podcast room, cafe for meetings. The reel is a small mic walking around the office.
Retargeting AD - Supporting
Week 2 Meta retarget. Use members stories and introduce the warm welcome ‘your first coffee is on us’
Stage 3 | Conversion
Goal: Get people through the door. Remove every barrier to a first visit
Reel Concept | Warm Welcome Intro
Show what the warm welcome experience looks like. What can they expect. Visuals introduce cafe area, friendly baristas, regular faces. This reduces the anxiety of that first visit by making it tangible
Stories Concept
Count down to the warm welcome date, inform how many spaces are left to create urgency
Post Visit Reel Concept
What happened at the event. Come with me style vlog showing a barista handing over coffee, networking and lots of smiles. Any organic UGC that’s generated will be re-shared with permission
Posting Cadence Over 2 Weeks
Instagram-
Reels: 3 across the campaign. 1 Per funnel stage.
Carousel: 2 Total. Member quotes and voice notes.
TikTok-
Videos: 6 Videos taking through the funnel
Optimise natively: Text overlays, local hashtags, no insta watermark
Meta Ads-
Week 1: Cold audience ad, 10 mile radius, £225 spend
Week 2: Retarget anyone who engaged, £225 spent
Ad creative: Feel like an organic reel. It should be emotive and storytelling focused
Conversion goal: Warm welcome sign-up clicks.
What Success Looks Like
Primary KPI’s
20-25 Warm Welcome Sign Ups
10-15 Social Attributed New Visitors
+35% Profile Reach vs Baseline