Camden Market
Vendors now pay to be featured. Organic content became its own revenue line.
What they wanted
Camden Market is one of London's most iconic destinations but its audience was ageing. They wanted to reposition as the place 18-24 year olds actively plan trips around, not just stumble into. The goal: rebuild cultural relevance and turn the social channels into a revenue line of their own.
What we did
We didn't just manage Camden Market's socials, we redefined what they could do. Cultural trends, creator-style reels and highly shareable formats took the brand from local favourite to digital destination. On-site capture with vendors, fast edits, sharp hooks. In 14 months Instagram scaled past 600K and TikTok past 320K, and vendors started paying to be featured.
Step by step.
Creator casting
Hand-picked 14 creators across food, vintage fashion, music and London-life niches with proven UK Gen-Z resonance. No mega-influencers; mid-tier voices with real audiences.
Format design
Built a repeatable 'Camden Finds' format the algorithm could recognise. Hidden vendor reveal, POV walkthroughs, vendor-led day-in-the-life. Vertical, sound on, hook in 1.2s.
Cadence
3 to 4 drops a week on @camdenmarket plus parallel posting on each creator's account. We treated the channel like a publication, not a brand page.
Trend intercept
Weekly trend audit: every Monday we pulled 3 sound or format trends and assigned creators within 48 hours. Speed is the moat.
Community ops
Live reply to every top-100 comment for the first 6 hours of each drop. The comments section became its own content layer.
Monetised the channel
Productised the format into a paid feature slot for vendors. Organic reach became sellable inventory without breaking the editorial feel.
In context.
From 4.2K to 1.8M avg views.
Selected drops
“The market hasn't felt this alive on the internet in twenty years.”
Results.
Açaí Berry
From zero to one of London's most recognisable food spots.