NIKO | UK-based | Hospitality Brand
Creative Direction & Content Strategy | Content Creation | End-To-End Content Calendars | Community Management
My work with NIKO focused on turning a real-world sense of community into social momentum. Building a consistent, human presence online that reflected the bar’s atmosphere and loyalty offline.
NIKO needed to strengthen its social media presence to attract new customers while elevating the brand. The bar already had a distinctive concept, the challenge was translating that atmosphere and energy into a clear, compelling digital world.
The strategy focused on capturing the essence of NIKO while creating content that felt current and relatable. By balancing trend-led formats with brand-driven storytelling, social content spoke directly to regulars who already felt at home, while remaining open and inviting to new audiences discovering the brand for the first time.
Rather than promoting big nights out or special occasions, the strategy shifted toward everyday pleasure: shared moments, warmth, and genuine connection.
My goal was to translate the feeling of the bar into a digital presence that feels confident, human, and lived-in, building desire, familiarity, and routine through content that reflects how people actually experience the space. This was quickly reflected back through constant, genuine audience engagement.
At NIKO, the goal was not only to communicate a feeling, but to actively influence behaviour. In a market where bar culture is heavily concentrated around weekends, the challenge was to reposition NIKO as a place for everyday connection rather than occasional excess.
Rather than positioning the bar as a destination for occasional nights out, the strategy reframed NIKO as a place for everyday connection, one or two glasses after work, shared plates, conversation, and familiarity.
Social media became the tool to normalise this shift. Content consistently highlighted moderation, routine, and presence, anchoring the idea of NIKO as part of people’s weekly rhythm, not a once-a-week event.
This approach supports long-term stability and growth, using social media to drive behavioural change. From occasional visits to habitual, meaningful ones built on community rather than hype.
This approach turned social media into a real growth driver for NIKO. Extending momentum beyond peak nights and reinforcing the bar’s role as a familiar, go-to place throughout the week. The energy of regulars carried naturally into social, sparking engagement, conversation, and interest from new people discovering the brand.
*More content available upon request.
