Premier Inn | Social Content Delivery
Delivered a scalable social and digital content model integrated into the wider customer journey.
Role
Studio Manager | Creative Operations Lead
Led social delivery operations, governance and stakeholder alignment across internal teams and agency partners.
Challenge
Social delivery was fragmented with no structured in-house model, leading to inconsistent output and limited scalability as platform demand increased.
Approach
Established a centralised social delivery model aligned to the studio, focusing on:
• content planning and scheduling
• workflow and approval governance
• stakeholder and agency alignment
• scalable production across platforms
Delivery
• Implemented HeyOrca as a central workflow and approval platform
• Introduced structured content calendars and approval checkpoints
• Defined roles and ownership across teams and agency partner
• Integrated TikTok into the delivery model within brand guardrails
• Improved visibility, coordination and delivery consistency
• Integrated social content into website and CRM journeys to support conversion
Impact
Transformed social into a scalable, governed channel with improved delivery confidence.
• Reduced turnaround times and approval friction
• Increased stakeholder visibility and alignment
• Grew TikTok to 15,000+ followers in six months, including viral content
• Strengthened Instagram engagement and integration into the customer journey
Social Content System
Structured content model enabling scalable cross-platform delivery.
Content Planning & Calendar
Centralised scheduling and visibility across campaigns and channels.
Workflow & Approval System
Governed workflow enabling efficient approvals and delivery tracking.
Campaign Execution & Publishing
Content created and deployed within defined brand guardrails.
Content Planning System
Structured calendar providing visibility and coordination across channels.
Scaled Social Delivery
Structured content system enabling consistent, high-performing social output across channels.