MTVH
Clapham Park
Housing & Regeneration
From noticeboard to community channel.
A new social strategy transformed Clapham Park’s Instagram from a largely promotional feed into a more consistent, human and engaging platform for the local community.
- Social Strategy
- Social Audit
- Content Strategy
- Community Storytelling
- Reporting & Optimisation
Average views per post increased from approximately 300 to 848.
Moving beyond the noticeboard.
Clapham Park’s social presence was largely being used as a noticeboard, with flyers and announcements dominating the feed. MTVH wanted to create a more engaging channel that could reach the wider local community, promote events and showcase the people, activity and regeneration shaping Clapham Park.
- Audit→
- Strategy→
- Storytelling→
- Consistency→
- Optimisation
ROC Digital audited the existing social presence and competitor landscape before developing an Instagram-first strategy built around consistent publishing, community-led storytelling and stronger visual content.
Rather than relying on promotional flyers alone, the content mix combined event promotion with post-event storytelling, community activity and development updates — giving audiences more reasons to engage with Clapham Park beyond individual announcements.
Putting the community back into the feed.
Real people and real community moments became central to the content strategy. Event recaps and community-led imagery helped show what was happening at Clapham Park rather than simply announcing it.
Building the strategy around who MTVH needed to reach.
Rather than starting with content formats, ROC Digital built the strategy around five priority audiences: young adults (renters and first-time buyers), young families, Gen Z creatives, long-term locals, and community changemakers and organisations.
For each audience, we considered what MTVH needed to communicate, the messages most likely to matter to them and the role social could play in reaching them. This became the framework for deciding what stories to tell and what content to create.
- Priority audiences
- Defined the distinct groups MTVH needed Clapham Park’s social presence to reach.
- Key messages
- Developed messaging around MTVH’s objectives and what was most relevant to each audience.
- Content direction
- Translated those messages into content themes spanning community activity, events, useful information and development updates.
A channel beginning to reflect the community around it.
By the end of the engagement, Clapham Park’s Instagram had moved towards a more consistent and community-led model — combining useful information with real stories, events and development updates. Performance increased substantially, while the content reached well beyond the existing follower base.