Mama Shelter

Mama Shelter


Having never opened a property in the UK, the Shoreditch launch of Mama Shelter represented a big step for the global hotel brand. And with their target audience between the ages of 20-35, they knew social would be a huge part of building the brand in a new territory – that’s where we came in.


In just three weeks, we were able to craft a subtle launch strategy that would create necessary noise for Mama Shelter but at the same time, not overrun its entirely new operations team. Through a mix of organic and paid social, our inhouse team developed a UK playbook and specific content strategy that allows our in-house creative team run wild with photography, videos and animation – all to complement assets provided by Mama’s global team.


With separate creative and community engagement teams created within W, we have been able to help Mama Shelter grow its social share of voice extremely quickly, achieving above average engagement rates and follower growth whilst only using still imagery.