Driving relocation through comprehensive positioning and social strategy

Client: Official government body of the Falkland Islands.

Brief: In collaboration with Browser London, the Momo Media team strategised the launch of a government platform, designed to support the relocation of professionals to the Falkland Islands. Following the launch, we continue to provide ongoing social media management, creating and delivering content that showcases life on the island, special events and supports long-term audience growth and engagement.

Our Approach:

• Strategic Communications: Collectively we explored a range of research paths – including interviews with stakeholders and surveys of the current island community – culminating in a deep-dive positioning workshop which formed the foundations for a solid go-to-market strategy, from which the campaign title, Think Falklands originated.
• Design & Branding: In culmination of the positioning strategy, visual concepts were developed into a series of conceptual pathways. The chosen direction highlighted the unique pull of Community, Connection and a Family-friendly life in the Falklands. The final logo was inspired by the distinctive form of the islands, with which the letters “TF” were combined to create a symbolic motif representing Freedom, Journey and New Beginnings.
  Finally, a comprehensive design system was developed to ensure a distinctive and cohesive visual identity across all outputs. This included a custom icon suite, image library, decorative features, web design assets, typography, colour palette and extensive guidance on use of all assets: website, promotional materials, videos and social media.
• Social Media Management: Each month we create and publish content across Linkedin and Instagram, showcasing life on the island, what it’s like to work on the Falklands, and the experiences of people who have successfully relocated. Our content strategy is driven by performance data, allowing us to continually refine our creative approach and focus on the formats, topics and messaging that resonate most with our audience.
  Alongside original content, we collaborate with other Instagram accounts focused on across the islands, to extend reach and strengthen community engagement. We also amplify authentic blog content from individuals who have relocated, providing genuine insights into day-to-day island life, local events and the relocation journey.
  By combining performance-led creative with authentic storytelling, we continue to grow both channels while working closely with the team to build a compelling picture of what life on the Falkland Islands is really like.

Results: The Think Falklands brand remains at the forefront of all activities across the platform and Momo’s ongoing social media strategy has delivered strong growth across Instagram, driving a significant increase in content visibility and audience engagement.
Individual posts have reached as many as 32.2K views, demonstrating the effectiveness of our data-led content approach. Over a 30-day period, the channel also achieved a 34.2% increase in followers, highlighting sustained audience growth and increasing interest in the island’s lifestyle, career opportunities and relocation stories.