Case study

How DeskLodge found a clearer brand story and 852,600 impressions

DeskLodge's marketing did not reflect their spaces. We redefined the brand story and launched a LinkedIn content programme that drove over 850,000 impressions.

Headline figures

852,000

Brand impressions

12,000

Engagements

15%

Follower growth

Working with noticed. was a brilliant experience. Their team brought energy, insight, and great results. We learned a huge amount and always felt in safe hands. Highly recommend.

About DeskLodge

What they do

Community-driven coworking spaces

Industry

Hospitality

Headquarters

United Kingdom

Engagement

Content, Strategy

TL;DR

DeskLodge build vibrant, community-driven coworking spaces across the UK, and published marketing that explained none of it. noticed. redefined the brand story, planned a shoot to capture the spaces properly, and launched content built on that material.

• Reach: 852,000+ brand impressions and 12,000 engagements.
• Audience: 15% follower growth, with an audience that finally understood the proposition.
• Method: fix the story and the raw material before publishing anything.

Challenge

The spaces were the proposition, and nothing they published showed it.

The brand lacked clarity, the message was muddled, and nothing being published explained what actually made the spaces different.

This is a positioning failure that looks like a content failure. Posting more often would have spread the confusion faster.

The story before the content

Layer one is positioning. There is no point starting at layer two.

We run LinkedIn as four layers in order — positioning, content, outreach, ads — which we call the LinkedIn Pyramid. DeskLodge had been operating entirely at layer two, which is why volume had not helped.

So the brand story was redefined first: what the spaces are actually for, who they are for, and what makes them different from a desk in a quiet office.

Getting the raw material

A full-scale shoot, because the energy of the spaces could not be written.

Most content programmes fail for want of material rather than want of ideas. A community-driven space is a visual proposition: you can describe it for a year without conveying it, or show it once.

Planning the shoot before the content calendar meant the new wave of publishing had something to be built on rather than being assembled from stock and goodwill.

What the new content had to prove

Not that DeskLodge exists. That it is different.

The old marketing failed because it described a coworking space, and every coworking space describes a coworking space. Desks, wifi, meeting rooms and a community are table stakes; stating them is indistinguishable from stating nothing.

• Show the energy rather than claim it, which is what the shoot existed to make possible.
• Lead with what only DeskLodge has, the specific character of the spaces, rather than the category's shared features.
• Judge it on comprehension, not volume. The 12,000 engagements matter because they came from an audience that had finally understood the proposition.

Results

A repositioning, a shoot, and the content wave built on both.

Reach

More than 852,000 brand impressions.

Engagement

12,000 engagements.

Audience

15% follower growth, with an audience that finally understood the proposition.