South Kensington is one of London’s most concentrated cultural districts, bringing together world-leading institutions including the V&A South Kensington, Natural History Museum and the Royal Albert Hall.
The challenge for the South Kensington Culture Quarter, the district’s marketing body, is to be ever visible and relevant to younger and more diverse audiences in an increasingly competitive leisure landscape.
Kallaway was appointed to deliver a yearly summer influencer programme to build awareness, shift perception, and drive footfall.
We built visibility through a targeted influencer programme designed to reach new, younger, and more diverse audiences.
Across two consecutive summer campaigns, we secured a carefully chosen mix of predominantly organic and paid influencers aligned to Discover Kensington’s core audience segments for this campaign.
Our work created content that shared the benefits of visiting Kensington within the feeds of culturally engaged audiences, using trusted voices to increase relevance and credibility across Instagram and TikTok.
Content went beyond well-known buildings, sharing a broad mix of institutions and experiences that positioned South Kensington's broad cultural offering as a place to explore and enjoy in more depth. The second campaign strengthened reach, content quality, and distribution across member venues.
Feedback from member organisations included:
“The reach of the influencers and the content they produced was fantastic!”
Leighton House
“A successful campaign with some really lovely content produced.”
The Serpentine
| 29 | Creators secured on organic basis |
| 180+ | Pieces of content across Instagram and TikTok |
| 2.5M | Combined reach |
| 450k | Views (excl. story content) |
| 36k | Engagements (excl. story content) |
| 8% | Engagement rate |
“Kallaway’s work has been excellent. Their campaigns have been highly effective in raising our profile and growing engagement online, leading to increased traffic to our website and a direct benefit for our members. The team is hardworking, creative and fun.”
Sarah Berresford, Head of Marketing & Communications, South Ken Culture Quarter
