Neighbours NOT Consumers: Hyper-Local Marketing

posts by @real_housewives_of_clapton Instagram

It's time to stop talking to them like ‘consumers’ and start talking to them like neighbours.

Tired of screens and global ‘WTF?’, consumers are hungry for trust and connection. From life and brands. Speaking directly to the detail of neighbourhood identity could hold the answer.

Instagram account @real_housewives_of_clapton creates geo-specific memes for a hip-but-under-the-radar neighbourhood in East London. It uses 'in jokes’ to help residents feel like they belong to an IRL and digital local community.

Micro influencers create and speak to small audiences. But identify what ties them together and those small audiences will listen. Hard.

The proof? @real_housewives_of_clapton has acquired nearly 22,000 followers since launching in January. In a postcode of only 50,000 people.

Thoughtful, textured hyper-local marketing may seem like a lot of work - but the engagement couldn't be stronger.

So you’re new to the neighbourhood. What is your brand going to do to get to know the local community?