The Boundary SW6
Instagram for a King's Road gastro pub, shot on site, reaching 7.8 times its own following.
At a glance.
Half the views came from people who do not follow the pub, and that is where new trade comes from.
Every picture on the account is one of ours, shot in the pub on the nights it is busy, week in and week out.
- Client
- The Boundary SW6
- Sector
- Hospitality
- Year
- 2026
- Project
- The Boundary SW6
The challenge.
Match day sells once, and 5,583 followers cannot fill a Chelsea pub on their own.
Most of what The Boundary sells has a date on it. A televised match, a band on a Friday, Sunday lunch: each one is announced, filled and gone inside the same week. Miss that window and there is no second run at it, because nobody books last Saturday.
The account's following sits at 5,583. For a single site that is a decent base, and it is also the ceiling. Anything aimed only at the people already following reaches the same accounts again and brings in nobody new.
Then there was what the account actually showed. The images on it had been generated rather than taken, so nothing in the feed had ever happened in the building: no staff, no regulars, no garden with people sitting in it. The owners spotted that themselves and asked us to put it right. Anyone checking the account before booking was being shown a pub that does not exist, which is an odd position for a business whose whole appeal is the room it occupies.
The approach.
The pictures had to be ours, which meant turning up. It is the part most social work skips: an agency working from whatever the client sends is asking a kitchen and a bar team, mid-service, to double as its photographers, and that is how an account ends up on stock and generated imagery in the first place.
Being there on the night also changes what can be planned. Content follows what is genuinely on, a full garden on a warm afternoon or a Sunday service at its busiest, rather than a calendar written a month earlier that has to be filled whatever the week turns out to hold.
Reels lead the plan because of that ceiling. Aimed at followers, a post has 5,583 people to work with; Reels are the format Instagram is willing to show to people who have never heard of the pub, and for a venue that needs new faces that is the only route worth building on. Captions are written on the same assumption, so each one names the place and says what is on instead of taking for granted that the reader already knows it.
A pub does not need followers, it needs people walking in this week, so the account is judged on reach, profile visits and taps through. The calendar is not filled for its own sake either. The same goes for the calendar: a quiet week gets fewer posts, not something invented to sit in the slot.
What we delivered
- Instagram content plan
- Photography direction
- Post design system
- Copy and captions
- Weekly publishing
- Monthly reporting
The results.
accounts reached
views from non-followers
profile visits
taps to the site or address
Over the 90 days measured, the pub's content was viewed 399,105 times and reached 43,605 accounts, 7.8 times the 5,583 people who follow it. 49% of those views came from accounts that do not follow the pub. Reels carried that, taking 47.5% of all views and 62% of all interactions, which is what the format was picked to do. All figures are from Instagram Insights, and we ran the account for the whole window.
The profile was visited 12,345 times over the same window, and 1,128 of those visits ended in a tap: 780 on the website link, 348 asking for directions. Content picked up 6,155 interactions along the way, from 2,467 separate accounts. The directions figure is the one worth watching, because someone looking up how to get to a pub is a short step from walking in.
Instagram will not tell a venue who came through the door, so those taps are the closest thing to a booking the platform hands over, and they came out of an audience that was close to half non-followers. Every piece of content that earned reach here exists because somebody was in the building on the night it happened.
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