London Design Festival '24

Transforming London Design Festival's social media presence from industry insider communication to citywide cultural invitation. The challenge was to convert digital curiosity into physical festival attendance across London's diverse communities, expanding beyond the traditional design audience to welcome newcomers who'd never considered design festivals accessible or relevant to them.

As the biggest LDF since COVID, London was hungry for creative experiences, but audiences had developed new digital habits during the pandemic. With 372 activities across 11 design districts, the challenge was helping the city rediscover what was on their doorstep whilst respecting new digital-first consumption patterns.

Data showed strong engagement within design circles (315K Instagram followers) but limited penetration into broader London communities. We built LDF's social media to be the bridge between digital discovery and real-world exploration. The approach transformed LDF's digital presence into an interactive map of London's creative possibilities, encouraging exploration rather than just attendance, creating authentic connection between place and creative practice.

I wanted to showcase how each design district reflected its local character—Bankside's industrial heritage, Fitzrovia's creative energy, Mayfair's luxury craft traditions—making design feel embedded in London's DNA rather than imposed upon it.

While metrics validated the strategy, the lasting achievement was cultivating design consciousness across diverse London communities, creating enduring appreciation for creative excellence that serves both cultural enrichment and business objectives.

Strategy converted 762K+ digital interactions into neighbourhood exploration, proving that social media's true power lies in bridging digital curiosity with physical discovery across London's creative districts.