Building Brand Relevance Through Reactive Social Storytelling
Lumo is a fully electric rail operator redefining affordable, sustainable travel across the UK.
Positioned around accessibility, value and environmental responsibility, the brand is building relevance with a new generation of rail travellers seeking greener alternatives to traditional transport.
We think
Combining audience profiling with qualitative insight validation, we identified three key audience groups for Lumo: Families, Young Explorers and Empty Nesters.
Each audience had distinct motivations and expectations from rail travel. Families prioritised value, simplicity and shared experiences, while Young Explorers were driven by affordability, spontaneity and culturally relevant travel experiences. Empty Nesters placed greater emphasis on comfort, ease and reliability.
We also identified a broader behavioural insight: audiences engaged more positively with sustainability messaging when it felt entertaining, authentic and native to social platforms, rather than overly corporate or instructional. Lumo’s North East roots further strengthened emotional connection and brand authenticity across social audiences.
We do
We developed a platform-first social strategy combining always-on content with reactive, trend-led creative designed to maximise relevance and engagement across each audience group.
Platforms were prioritised based on audience usage habits, with platform-native storytelling and culturally relevant trends, while broader social content reinforced value, accessibility, and sustainability messaging across the wider customer base.
Through continuous trend monitoring and rapid-response production workflows, we created content that connected emerging social conversations with Lumo’s brand story, helping sustainable rail travel feel more culturally relevant, accessible and emotionally engaging.
We Measure
The campaign delivered some of Lumo’s highest-performing assets.
Audience growth accelerated across platforms, with followers more than doubling during the campaign period and rapidly establishing a new engaged audience for the brand.
The success of the campaign demonstrated how culturally relevant, platform-native storytelling can strengthen audience engagement, increase brand relevance and support consideration in a highly competitive, price-sensitive travel market.
