Young man with dark hair and glasses, wearing a black T-shirt, looks down while seated on a gray upholstered bench.
Submitted by Kobe

WorkCentral Influencer Postings for Younger Adults

Influencer Marketing

Kobe ran influencer postings for co-working space WorkCentral to reach a younger, more savvy group of adults, and reports 284K outreach from the work.

284KOutreach
11.4KEngagements

Case in 60 seconds

WorkCentral provides co-working spaces for adults and wanted ways to reach a younger, more savvy group of adults as well, which meant extending the brand beyond the audience it already served.

Kobe frames the central location and trendy activities as the potential WorkCentral already held, so the work turned on a cool factor younger adults would recognise rather than on the workspace as a service.

Kobe placed WorkCentral with influencers whose postings would highlight the cool factor of the space, so that the message resonated with their followers rather than arriving as the brand speaking for itself.

Influencers published postings about WorkCentral that highlighted the cool factor of the co-working space to their followers, while the page names neither the influencers, their number nor the platforms the postings ran on.

Kobe reports 283,982 outreach and 11,435 engagements, and says WorkCentral gained interest and awareness with the target audience, although the page gives no period and no calculation basis for either figure.

Strategy Breakdown

A younger, more savvy group of adults, beyond the adults WorkCentral already served with its co-working spaces.
Co-working spaces built around an existing adult clientele do not reach younger, more savvy adults by default, so WorkCentral needed a channel that spoke to that group on its own terms.
The page positions WorkCentral as a centralised location with lots of trendy activities, which gave the influencers something to show their followers rather than a service to explain.

Creative & Execution System

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach284K outreach
Engagements11.4K engagements

Why Kobe's strategy worked

  1. 1

    A co-working space can open a younger adult audience by having influencers foreground what makes the venue feel current, because that audience responds to cool factor rather than to the practical case for a desk.

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