THE SIDE

HUSTLE

39k views on their first ever post |

30+ videos edited in 2 days |

4+ weeks' content scheduled & copy written |

39k views on their first ever post | 30+ videos edited in 2 days | 4+ weeks' content scheduled & copy written |

the brief

The Side Hustle is Nightcap Group's newest sports bar concept, located in the heart of St Paul's, London. As one of the UK's leading hospitality groups, Nightcap is behind well-known brands including Dirty Martini, Blame Gloria and The Cocktail Club.

Working through freelance recruitment agency We Are The Allies, I was brought in to execute the social media launch campaign after the lead strategist, who had developed the initial creative concepts, became unavailable during the crucial launch period. My role was to bring those ideas to life through content production, capture, editing and delivery during the venue's opening week.

LAUNCH SHOOT PREP

Launching a brand-new venue is fast-paced, with multiple teams, suppliers and stakeholders working simultaneously.

To keep content production running smoothly, I created a detailed production schedule in Notion, organising every shoot by time, location, props, food and drink requirements, and any staff, actors or influencers needed for each piece of content. The document was then split into filtered views so different members of the team could quickly see exactly what was required from them throughout the day, helping production run efficiently despite the busy launch environment.

Across the launch week, I was responsible for capturing all campaign content while coordinating with staff, influencers and external talent.

One of the campaign activations centred around a referee character interviewing customers throughout the venue. I worked closely with the actor, directing how to work with the camera and balancing natural, candid interactions with the practical requirements needed to create engaging short-form content.

I also welcomed and liaised with influencers attending the launch, ensuring content opportunities were maximised while keeping the production running to schedule.

A second shoot centred around a street activation in partnership with Coors, featuring a live choir performance outside the venue. Members of the public were given branded balls that could be exchanged for a free pint inside the bar, creating engaging content that captured both the atmosphere of the launch and the venue's playful personality.

BRINGING THE CAMPAIGN TO LIFE

DELIVERING LASTING VALUE

Following the launch, I edited more than 30 short-form videos against the brief, wrote all accompanying captions and copy, and organised the content into a structured planning document ready for scheduling by the wider marketing team.

In just four and a half days, the team were left with a month's worth of launch content, providing a consistent stream of social media that extended well beyond opening week and allowed them to focus on running their newest venue while maintaining momentum online. Their first post on a new TikTok account with zero followers reached nearly 40K views overnight (see here).

"I'VE HAD THE PLEASURE OF PLACING AMY WITH TWO DIFFERENT CLIENTS, AND ON BOTH OCCASIONS THE FEEDBACK HAS BEEN ABSOLUTELY GLOWING. AMY IS INCREDIBLY PROFESSIONAL, RELIABLE AND EASY TO WORK WITH. SHE HAS A BRILLIANT ABILITY TO BUILD STRONG RELATIONSHIPS QUICKLY, ADAPT TO DIFFERENT TEAMS AND ENVIRONMENTS, AND MAKE A POSITIVE IMPACT FROM DAY ONE. WHAT I VALUE MOST ABOUT AMY IS HER PROACTIVE ATTITUDE AND WILLINGNESS TO GET STUCK IN. SHE'S SOMEONE YOU CAN TRUST TO TAKE OWNERSHIP OF HER WORK, COMMUNICATE CLEARLY, AND CONSISTENTLY DELIVER TO A HIGH STANDARD. BOTH CLIENTS COMMENTED NOT ONLY ON THE QUALITY OF HER WORK, BUT ALSO ON WHAT A PLEASURE SHE WAS TO HAVE AS PART OF THE TEAM. I WOULDN'T HESITATE TO RECOMMEND AMY AND WOULD HAPPILY PLACE HER WITH FUTURE CLIENTS. SHE'S A GENUINE ASSET TO ANY TEAM LUCKY ENOUGH TO WORK WITH HER."