City Lions

EXPECTED

City Lions, a youth enrichment programme in the heart of Westminster, aimed to connect young people aged 13 to 16 with cultural and creative opportunities in one of the UK’s most economically diverse regions. But they needed a way to engage this audience and bring visibility to their initiative.

Westminster City is one of the UK’s most economically diverse regions. It’s also full of fantastic culture. So how do you combine the two? The City Lions programme aims to enrich young people’s lives through creative and cultural opportunities. So, we gave them the spotlight. Our mission? Create a buzz that would resonate with Westminster’s youth and inspire them to get involved.

DELIVERED

We started by immersing ourselves in the lives of Westminster’s teens (aged 13 to 16) with a comprehensive discovery workshop. This wasn’t about data, it was about understanding their aspirations, daily routines and social-media engagement. The solution? A custom Instagram AR filter designed to gamify the City Lions experience. The filter introduced users to the vibrant array of activities on offer – ranging from museum visits and cooking classes to outdoor adventures – all wrapped up in a fun, gamified package. Our digital campaign made sure City Lions weren’t just seen, but experienced.

EXCEEDED

And the best bit? The outcomes went way beyond expectations, hitting impressive figures:

• 3.2 million impressions – indicating a wide-reaching impact on the target audience
• 10,200 ad clicks – testament to the engagement and resonance that the app sparked
• 5,000 click-throughs to the City Lions website – reflecting a significant boost in traffic and potential leads

Even more impressive, the cost per engagement was just £0.12, far outperforming the industry benchmark of £0.54. By capturing the attention and imagination of Westminster’s youth, City Lions not only raised awareness but ignited a sense of adventure and curiosity in its target audience.

The project wasn’t just a success; it was a celebration of the enthusiasm that resonated with the young hearts of Westminster.