The Boulder UK social media campaign was a short-form content project focused on capturing the energy, culture, and everyday character of an indoor climbing community. The campaign was designed to feel natural, engaging, and platform-native — prioritising authenticity and relatability over highly polished or overly staged content.

The project centred on dynamic, short-form video content that highlighted climbers, routesetters, community moments, and the evolving atmosphere of the gym. The aim was to create content that felt immediate and accessible, helping Boulder UK connect more deeply with both existing members and new audiences.

Content was distributed across Instagram, with a strategy built around consistency, recognisable formats, and audience-first storytelling. The campaign balanced informative, entertaining, and community-led content to support organic growth and stronger brand recognition.

Over the course of the campaign, the project achieved:

9 videos
‍63,467 total views‍
49% increase on views per video
15% increase on engagement
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‍As well as measurable performance, the campaign helped establish a clearer social voice for Boulder UK and strengthened the visibility of its community, staff, and routesetting culture — positioning the gym as an approachable, creative, and people-first space.

This project now serves as a foundation for Boulder UK’s ongoing social content strategy and content-led community building.