Building a cultural destination through storytelling
+2,650
Facebook followers in 2025
+1,816
Instagram followers in 2025
4.26%
Facebook engagement
rate in 2025
THE IMPACT
bringing a powerful story to a wider audience
As a new business entering a market dominated by established visitor attractions such as the Eden Project, The Story of Emily needed to rapidly build brand awareness, drive customer engagement, and convert interest into bookings.
The experience explores complex and sensitive themes — including British concentration camps during the Anglo-Boer War, racism, misogyny, and one woman’s fight for human rights after being labelled a traitor to the Crown. The challenge was to communicate this powerful narrative in a way that was engaging, accessible, and commercially viable, while differentiating the brand within a competitive cultural landscape.
Working alongside Claire, Elsabé and the wider team of hosts at the Story of Emily is an absolute privilege. The team offer an unrivalled, immersive experience with deep expertise and passion for the life and legacy of Emily Hobhouse and wider Victorian culture in Cornwall. We take great pride in working collaboratively to balance historical accuracy and cultural sensitivity, addressing difficult subjects such as concentration camps and racism with care and integrity while ensuring our storytelling in engaging and optimised for social media excellence.
Barnaby St Anton
Senior Digital Marketing Manager
Our approach
We adopted a data-led, strategic approach to organic social media, designed to grow awareness, build community trust, and drive event bookings.
Working closely with internal experts, we developed insight-driven content that balanced historical depth with audience accessibility, adapting continuously to social media platform updates and evolving best practice.
Our approach included:
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Implementing social media SEO tactics to increase discoverability.
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Developing narrative-led voiceovers to strengthen storytelling.
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Crafting compelling opening hooks to spark curiosity and drive retention.
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Creating expert-led content aligned to audience interests and search behaviour.
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Ongoing optimisation informed by platform data and engagement insights.
the results
The strategic shift enabled The Story of Emily to establish a strong local presence and build measurable traction in a competitive market.
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Organic social growth significantly outperformed industry benchmarks across platforms, with Facebook follower growth exceeding benchmarks by over 200%, alongside a 4.26% engagement rate — nearly three times the industry average.
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Crucially, social media activity translated into commercial success, contributing to sold-out Summer and Christmas events and securing coverage in local media, including BBC Cornwall — positioning the brand as a recognised and credible cultural destination.
You don’t just deliver content and campaigns; you protect the soul of The Story of Emily while building trust, momentum and real connection with our audience. I’m grateful for how proactive, flexible and organised you are, and for the consistently clear communication and reporting. Plus the way you spot opportunities early and bring smart, thoughtful recommendations that keep us moving in the right direction. Thank you for everything you’ve done this year.