Background
Leyland is one of London’s leading painting and decorating merchants, with a strong reputation built in-store through knowledgeable staff and trusted advice. However, their digital presence didn’t fully reflect that same level of expertise or personality. Social channels were active, but there was an opportunity to make them work harder – building stronger connections with customers, driving engagement, and supporting wider marketing performance across paid and organic activity.
The Brief
Leyland needed a joined-up approach that would not only improve day-to-day content but also unlock long-term growth across social, email, and review platforms, all while staying true to what makes the brand special. We partnered with Leyland as an extension of their marketing team, bringing together strategy, creativity, and performance across every digital touchpoint. Our focus was simple: create a consistent, engaging presence that balanced brand storytelling with measurable results.
The Solution
Painting a new picture for Leyland’s social strategy
We started by defining clear roles for each channel, ensuring content was tailored to specific audiences and objectives – whether that was building awareness, driving engagement, or supporting conversions. From there, we implemented a structured monthly content system, managing everything from planning and production through to scheduling and optimisation.
Content became more dynamic and consistent, supported by regular in-store shoots that aligned with campaigns and promotions. At the same time, we introduced a robust community management approach, ensuring every message, comment, and review was handled quickly and thoughtfully – helping to build trust at every interaction.
Faces of Leyland
A brand built by people
At the heart of the strategy was a simple but powerful idea: Faces of Leyland. We recognised that Leyland’s greatest strength wasn’t just its products, but its people. By shifting from product-led messaging to human-first storytelling, we brought the expertise, personality, and authenticity of in-store teams to the forefront.
This creative direction leaned into short-form video, playful content, and staff-led storytelling – making the brand feel more approachable, relatable, and memorable in a crowded social landscape. It allowed Leyland to stand out from competitors while reinforcing its position as both expert and accessible.
Paid and organic activity were designed to work hand in hand. Organic content built brand and community, while paid campaigns amplified reach through targeted audiences, tailored creative, and both local and London-wide campaign strategies.
The Result
Growth that matters
This integrated approach has transformed Leyland’s digital presence into one that truly reflects the brand in-store – expert, human, and engaging.
Performance has improved significantly across all channels, with standout growth in email marketing, social reach, and engagement. Instagram views increased dramatically, follower numbers continue to climb, and paid social campaigns are delivering strong reach and impressions at highly efficient costs. At the same time, community engagement has strengthened, with consistent interaction growth and a high level of responsiveness across platforms.
More importantly, Leyland now has a clear and recognisable social identity. By putting their people at the centre of the strategy, we’ve turned their greatest asset into their most effective marketing tool – building trust, strengthening relationships, and driving meaningful, long-term growth.
Email marketing impact.
Email engagement that speaks volumes
increase in opens
24,153 total
increase in clicks
growth in unique clickers
Instagram Performance impact.
Views, clicks, and a growing community
increase in views
222,500 total
follower growth
increase in link clicks
Paid Social Impact.
Reaching the right people, for less
people reached
impressions
CPM – highly cost-efficient
video plays
Engagement & Community impact.
Engagement that keeps on growing
LinkedIn engagement rate maintained
increase in Facebook interactions
Consistent growth in page visits across platforms
“Arch has a really creative team who seem to conjure up ideas in their sleep, yet they’re also incredibly practical and patient when we have a deadline or want to change things at the eleventh hour. They are fantastic with our colleagues when we film content in stores and the whole team are a joy to work with – always available, always smiling and nothing is too much to ask.”
Naivasha Elworthy, Head of Marketing, Leyland
