How do I know you're the right marketing and creative agency for my luxury brand?

Fair question. Everything here is the personal work of our co-founding partners, Niki and Scott, across three decades in heritage and premium brands. Further projects can be shared under NDA. If you like our style for your luxury brand, let's talk through your project requirements.

How do you measure your commercial impact?

During your onboarding, we will agree on the metrics that will define success for your project, and how these will be measured. These metrics will define every decision we make, and every optimisation we enact. Every project begins with a consultation, so let's talk.

Do you have experience within my industry?

Most likely, yes. We bring heritage brands to life and elevate premium ones, from fashion and retail to automotive, art, real estate, finance and entertainment. Our creative ad campaigns span sectors and wealth tiers. Tell us about your category and let's see if there's a fit.

Is social media content strategy still worth investing in now that AI and search are changing discovery?

More than ever. Your social presence is increasingly how search engines and AI tools assess brand credibility and relevance. A dormant or inconsistent channel is a gap in your digital identity that affects how you're found, ranked and recommended across the entire web. Let's start by auditing your social presence.

How do you measure social media marketing ROI when luxury conversion takes years?

Brand metrics tied to commercial outcomes. We give you the whole package: insight and strategy, ideas and creative, posting and performance analysis. Then we translate the numbers into language your budget holders will act on, making social a defensible growth driver at board level. Let's discuss your goals.

How do we keep a social media marketing strategy consistent across a global retailer network?

We have written global brand standards adopted across 100+ retailers, built the accreditation and training infrastructure to embed them, and run the annual review cycles to keep things consistent. The challenge isn't writing the standards. It's getting independent retailers to adopt them. Let's start with a conversation about what you need.

Bentley Social Media Strategy:
Six Years of Marginal Gains

The social media marketing strategy that quadrupled Bentley’s luxury community to 13 million

Challenge

How do you scale a luxury audience without diluting the brand’s HNW density?

Insight

A social media marketing strategy for a luxury brand has to do two things at once: scale, and stay relevant to the people who can actually afford the product. Niki found that affluent audiences are among the most active and intentional social media users — mobile, high-intent, engaging on their terms at their pace on the best devices. They don’t passively scroll. They network, learn and direct — often across multiple screens, on the move. The assumption inside the business was that social media was beneath the Bentley owner. It took verified data — proving 10% of the audience were HNW — to change that.

Headline results from six years of social media marketing strategy at Bentley

8.5%

Increase in engagement rate from 6.5% to 8.5% – held for 6 years

10%

HNW density tracked and sustained as the platforms scaled

+433%

Followers grew from 3 million to 13 million across six platforms

+30%

Engagement rate 30% higher than luxury automotive benchmark (Brandwatch Index)

What does it take to build a social media marketing strategy that quadruples at this scale?

Niki consolidated a fragmented presence into a unified global content operation, then built the infrastructure to scale it. A company-wide education programme brought 4,000 colleagues — from craftspeople to board members — into the brand story, turning internal energy into content, reach and advocacy. With the architecture in place and the organisation behind it, six years of systematic optimisation did the rest.

Brand
Bentley

Industry
Automotive

Skills
Corporate Governance
Change Management
Brand Management
Stakeholder Management
Social Media Marketing Strategy
Algorithmic Optimisation

Led by
Niki McMorrough

Location
Bentley Crewe

Formats

Daily marginal gains through relentless experimentation and performance measurement. Clear direction through the myriad of formats: image, video, carousels. Reels, stories, highlights. Galleries, polls, triptychs & livestreams.

“For the #BentleyBoys, there is only one step on the podium”

Topics

Bentley has more brand stories than bandwidth. To stop the right scrollers in their tracks, we had to be selective. We told the roaring brand story from the road to the track. From the past to the future. From the parts to the people. From the controls to the comforts of a Bentley.

EXP 10 Speed 6 concept car reveal social media post showing Bentley's design ambition

“See inside the #Exp10Speed6 Concept: the future of Bentley’s design ambition”

Mobilisation

Company-wide commitment to social media was achieved via internal influencing and reverse mentorship. Content flowed from regional stakeholders, retailers, customers, craftspeople and even board members – allowing local brand moments to be shared with global citizens.

Bentley social post collaboration with Pantone featuring Rose Quartz and Serenity colours of the year

“Inspired by @Pantone’s colours of the year; Rose Quartz and Serenity.”

Campaigns

Making social central to every brand campaign unlocked production budgets and promotional reach, delivering high profile social-first content and experiences directly to affluent audiences.

Flying Spur craftsmanship gigapixel content from the Bentley social media marketing strategy campaign layer

“Step inside #FlyingSpur and experience the exquisite craftsmanship for yourself.”

Collaboration

Broadening the brand’s viewpoint increased its appeal to diverse HNW personas. We joined forces with partners, photographers and customers to share their Bentley vision — extending the brand’s cultural reach without losing its identity.

“#FlyingSpur V8 S flying the flag @gieveslondon”

Tuning

What gets tracked, gets done. Tenacious tuning with state-of-the-art analytics allowed us to monitor performance across every format, topic, cadence, campaign and platform – continuously refining what worked and retiring what didn’t.

“The classic Bentley silhouette remains, but look a little closer and you’ll see the future.”

Growth

Explosive growth through systematic optimisation. Six years of marginal gains. Consolidation, compounded.

  
    Headline lessons in luxury social media content strategy from six years of optimisation
  

Engagement

30% higher engagement than industry benchmark monitored through Brandwatch Index.

Reach

Audience reach grew from 3 million to 13 million by optimising content & formats for algorithm & audience.

Empathy

Engagement up from 6.5% to 8.5% via audience empathy & user-centric storytelling.

Density

Maintained HNW density at 10% by optimising content for HNW audiences + paid social layer.

Questions worth answering

More than ever. Your social presence is increasingly how search engines and AI tools assess brand credibility and relevance. A dormant or inconsistent channel is a gap in your digital identity that affects how you’re found, ranked and recommended across the entire web. Let’s start by auditing your social presence.
Brand metrics tied to commercial outcomes. We give you the whole package: insight and strategy, ideas and creative, posting and performance analysis. Then we translate the numbers into language your budget holders will act on, making social a defensible growth driver at board level. Let’s discuss your goals.
We have written global brand standards adopted across 100+ retailers, built the accreditation and training infrastructure to embed them, and run the annual review cycles to keep things consistent. The challenge isn’t writing the standards. It’s getting independent retailers to adopt them. Let’s start with a conversation about what you need.