Laughtercise are the UK’s leading provider of team building events, working with clients across the country including the NHS, Amazon and Holland & Barrett.

As well as leading away days and team activities, they also run hen party sessions.

The brief 

Laughtercise tasked us with raising awareness and engagement of the company across social media – with the ultimate aim of generating new business leads.

The strategy

The business already had a social media presence – although this needed to be ramped up to achieve our objectives.

The first step was to do an audit of existing content performance to determine what was working and what wasn’t.

This was then used to craft a unique strategy, with B2B and B2C comms and messaging segmented across the different platforms. 

This was leveraged depending on the two distinct audiences we needed to reach:

Audience 1: HR managers and wellness leads in corporate organisations

Audience 2: Hen party planners

LinkedIn was to be used to reach audience 1 whilst TikTok and Instagram were used to reach audience 2. 

When looking at the strategy for Laughtercise, it was also important to consider where each funnel played its part on the marketing funnel – and how both organic and paid content could be used to drive our audiences closer to the point of submitting an enquiry form and becoming a lead.

Social search also had a big part to play, too. With more and more users heading to Instagram and TikTok to search for new products and services (including 46% of Gen Z), it’s vital that Laughtercise used this to be searchable when customers were looking for hen party ideas.

On TikTok and Instagram, impactful video content of the hen party sessions was the key to unlocking growth.

And on LinkedIn, personal-led content driven by the founder, Aaron, was the area that would give us the most cut-through. 

The deliverables 

• Ongoing content on LinkedIn, both from the brand page and the company founder’s profile 
• Ongoing content on TikTok and Instagram, optimised for social search terms
• A two-month burst of paid activity on Instagram to promote the hen party services
• A bi-weekly newsletter published on LinkedIn and to an email list
• Ad-hoc support on YouTube Shorts

The results (as of November 2024)

• Nearly 2 million users reached organically on Instagram, with one Reel going viral and achieving 1.5 million plays
• 576,000 users reached on TikTok, with 3k video shares and 4k reactions – also appearing in the top 10 search results for ‘hen party UK’ and ‘hen party ideas’. Our video content also appears in the featured highlight (the video with the red cups below).

• Nearly 30,000 impressions on Aaron’s LinkedIn personal page, with follower growth of 4% month on month, beating the platform average of 1.5%
• New business leads doubled from social media/newsletter activity

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