Stories from the world of work

Following the merger of workspace companies Fora and The Office Group, I collaborated with the in-house creative team to develop a content-led campaign to attract prospects and deepen relationships with existing members.

Through stakeholder interviews and research, we identified a need to reassure members that the merger wouldn't adversely affect the services provided to them. The business now runs under the name Fora, so we also had to show original TOG members that the community was bigger and brighter than ever.

Fora has some incredible members with amazing stories to tell, so we decided to create a campaign powered by storytelling to inspire a sense of pride and belonging.

A Work With... would celebrate the characters and motivations of everyone who uses Fora's workspaces; support existing members to continue to do their best work, and encourage prospects to consider Fora when exploring flexible workspace options.

For SEO optimisation (and now GEO – but we weren't yet in that world) we planned to host the content on Fora's website. As our audience research showed that most preferred to consume content via Instagram and YouTube, we designed the storytelling for these platforms.

We launched organically with a series of documentary-style films, and had a lot of fun telling our characters' stories. We broadcasted live with Soho Radio, cheered on the sidelines with LALIGA, and discussed the merits of psychotherapy with The School of Life.

Our paid Instagram campaign featured stills of both our characters and the workspaces they used. We also used the portraits for localised OOH activations and on Fora's website alongside accompanying articles.

A Work With... significantly grew our organic reach on Instagram. Our characters also shared the films across their own channels without any obligation from us. "I'm really chuffed with how it's come out," Day Gray from Soho Radio told me.

Thanks, as always, to Nougie Film for being brilliant to work with.