The
Brief

Northern’s social media channels were active and responsive, but also complex and fragmented. Unclear content ownership and structure resulted in activity centered on reactivity, rather than proactivity.

Our challenge was to work with the in-house team to streamline processes and bring together content production, organic social content, paid social strategy and influencer partnerships into one unified approach. Delivering disruptive, scroll-stopping content which is unmistakably Northern, driving awareness and engagement, as well as purchase and consideration.

The
Solution

/ Social Media

/ Paid Social

/ Content

/ Influencer

We crafted and delivered specific creative strategies for organic social, paid social and influencer activity that each align to curate one holistic brand view. Offering practical analysis, core principles, defined workflows and a tone of voice that’s distinctly Northern.

As strategy guardians, we manage the content ecosystem for destination-led content, seasonal campaigns and product spotlights, with a specific focus on people, community and the train industry.

We work closely as a key partner to both internal teams and all agency groups. Upholding brand identity and creating compelling content that drives Northern’s broader marketing goals.