Soho House - Launching Soho Friends Membership

In the wake of the COVID-19 pandemic, Soho House experienced a sharp increase in membership cancellations, threatening its vibrant community atmosphere. To address the membership downturn and reinvigorate its market presence, Soho House commissioned our team to develop and launch 'Soho Friends,' a more accessible membership model.

To ensure the successful introduction of Soho Friends, we collaborated closely with Soho House to execute a masterfully curated series of events across their prestigious locations. Our strategy was meticulously designed to capture the unique blend of exclusivity and inclusivity that Soho House embodies. By targeting a select group of influencers, VIPs, and cultural tastemakers, we created a dynamic environment that not only fostered creativity and connectivity but also amplified our campaign through organic social sharing.

Our use of influencer marketing was not just strategic but also highly targeted, focusing on individuals whose followers mirror the younger, vibrant professionals we aimed to attract. This approach, coupled with our sophisticated event management, generated significant buzz around Soho Friends. It showcased the tangible benefits of the membership, making it an irresistible offer for those seeking to be part of a community that champions professional growth and cultural engagement. Our campaign effectively demonstrated the value of Soho Friends, positioning it as the quintessential membership model for emerging professionals in the creative and cultural sectors.