Paddington becomes a social-first cultural icon
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Background
Objectives
Tourists and domestic day trippers who are parents of young children
Raise awareness of The Paddington Bear Experience, and encourage footprint
Goals
Drive platform-native engagement
Increase ticket consideration
Grow follower community
Strategy
Meet our Influencers
Filmed on-site using employee-led and trend-led formats to hero the experience through native, personality-driven content.
Content delivered across Instagram and TikTok using trends, humour and storytelling to showcase the brand as a relatable creator, not an advertiser.
- Trend hijacking
- UGC amplification
- Nostalgia framing
- Humour storytelling
- Reactive content
- Native posting
Research Insights
Results
Campaign Results
Research statistics
The campaign established Paddington Bear Experience as a culturally relevant, social-first brand. By using authentic humour, trend-led content and personality-driven storytelling, the experience generated strong emotional affinity, sparked organic sharing behaviour, and positioned the attraction as a must-visit destination for both families and young adults.
The campaign established Paddington Bear Experience as a culturally relevant, social-first brand. By using authentic humour, trend-led content and personality-driven storytelling, the experience generated strong emotional affinity, sparked organic sharing behaviour, and positioned the attraction as a must-visit destination for both families and young adults.
8.1m
Views Generated
22k
New Website Visitors
105k
Likes Delivered
7.8%
Engagement Rate
8.1m
Views Generated
22k
New Website Visitors
105k
Likes Delivered
8.1m
Views Generated
Adding this to my London plans immediately
Didn’t know this existed - now I HAVE to go!
22k
New Website Visitors
Adding this to my London plans immediately
105k
Likes Delivered
7.8%
Engagement Rate
8.1m
Views Generated
22k
New Website Visitors
Didn’t know this existed - now I HAVE to go!
8.1m
Views Generated
22k
New Website Visitors
105k
Likes Delivered
8.1m
Views Generated
Adding this to my London plans immediately
Didn’t know this existed - now I HAVE to go!
22k
New Website Visitors
Key Learnings
Trends drive reach
Posting within trend windows significantly increases visibility and engagement rates.
Native content wins
Relatable, platform-first creative consistently outperforms polished or overly branded assets.
Nostalgia converts audiences
Leaning into Paddington’s cultural relevance broadened appeal beyond families.
Community matters most
Proactive engagement and creator-style storytelling strengthen long-term growth.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Adding this to my London plans immediately
Didn’t know this existed - now I HAVE to go!