The Location Rooftop
Transforming a Venue into Nairobi's must-visit Destination
Engagement Type: Social Media Management | Content Creation | Audience Engagement | Event Coverage
Year: February2024 – Present
Location: Nairobi, Kenya
Year: February2024 – Present
Location: Nairobi, Kenya
Client Background
The Location Rooftop is a chic rooftop lounge & restaurant located on the 13th floor of Alta Towers, Ring Road, Kilimani, Nairobi.
Quick Highlight
Delivered a content-driven social media strategy that grew Instagram followers by 226% organically and supported the venue in becoming a household name in Nairobi's nightlife scene, including executing the "365 Days of TLR" campaign that generated the venue's highest-sales night to date.
Objectives
Challenges / Context
Objectives
The client sought to:
- Strengthen brand visibility and awareness of “The Location Rooftop” among Nairobi social audiences.
- Create a consistent, high-quality visual content funnel (graphics, photo, video) for Instagram & Tiktok.
- Drive meaningful audience engagement via Stories, comments and interactive content.
- Position the venue as a top destination not just a rooftop, but the rooftop destination in Nairobi.
- Roll out signature campaigns and activations to spike interest and footfall (e.g., anniversary, “365 Days of TLR”).
- Deliver monthly performance reports to track progress, make adjustments and demonstrate ROI.
Challenges / Context
Before engagement challenges included:
- At the start of our engagement, The Location Rooftop was less well-known in the “rooftop lounge & event venue” category in Nairobi and needed to build true brand awareness and identity (i.e., become a household name).
- Competing with many other nightlife & rooftop venues in Nairobi meant that striking creative differentiation and consistent high-quality content was essential.
- The client required a full-service social-media management (strategy → creation → posting → engagement → reporting) meaning we had to have efficient pipelines and turn-around times.
- The audience is dynamic (nightlife, rooftop, events) and content needed to reflect night-time events, brunches, day-time shoots, models, food & cocktails plus live-event coverage.
- Because of the nature of the venue (rooftop, Kilimani) we needed to capture the “view, vibe, crowd, energy” rather than just static food shots to communicate “destination” status.
Our Approach (The NIT Way)
Pre-Production
Production
Post-Production
Collaboration
Pre-Production
- We began with a brand immersion session to understand the venue’s vibe: rooftop luxury + relaxed premium lounge.
- Developed a content strategy and monthly content calendar aligning with the client’s business calendar (weekends, brunches, events, anniversaries).
- Created moodboards for each campaign (e.g., anniversary, “365 Days of TLR”, Rooftop recess, Sunday brunch) to ensure visual cohesion.
- Identified models, influencers and key talents for photo/video shoots, we managed scouting and liaison.
- Aligned with the client on key brand colours, logo use, venue highlights (view, cocktails, crowd) and hashtag strategy.
Production
- For each shoot, we deployed a photographer & videographer to capture lifestyle shots, crowd/lifestyle imagery, food & beverage close-ups, and venue-wide shots (including the skyline view).
- For live events/activations we captured hero footage for reels, event footage for posting shortly after, and photo sets for static posts.
- We ensured lighting, composition and motion matched the rooftop premium & fun vibe (e.g., ambient lighting at night, golden-hour shots, rooftop skyline).
- Supported the client with direction of models/influencers (poses, brand-aligned angles, tag-gable content) to maximise shareability.
Post-Production
- Edited stills and videos using a consistent visual style: vibrant, atmospheric, slightly cinematic but true to brand.
- Delivered quick-turnaround “social edits” (for Stories/Reels) to enable live posting, and full sets monthly.
- Maintained an asset library (Google Drive / client-shared folder) with all deliverables labelled by date, usage rights, campaign tag.
- Monthly delivery of content plan for the coming month, calendar arrangement for all posts, suggested posting times, captions & hashtags.
Collaboration
- Monthly check-ins with the client to review past month’s performance, upcoming events, any venue changes (menu, layout, lighting) and align on next month’s theme.
- Ran campaign-ideation sessions (for example the “365 Days of TLR” campaign) where we proposed concepts, mock-up visuals, and coordinated event logistics with the venue.
Deliverables
100+
edited images delivered per month (venue, crowd, food, lifestyle) aligned with the content calendar
24Hr
turnaround time on social-ready clips and images delivered for key events to maximize audience engagement
1
central asset library, all deliverables organized and accessible via Google Drive
1
monthly performance report showing follower growth, engagement metrics , best-performing posts, recommendations.
Results & Impact
Follower Growth
Achieved 226% Instagram growth since February 2024 (largely organic), leading to high visibility in Nairobi's social scene
Consistent Content Funnel
Developed a creative content strategy with regular feed posts, reels, and event coverage that kept the brand top-of-mind while building authenticity and engagement.
Campaign Success
Conceived and executed the "365 Days of TLR" campaign which generated the venue's highest-sales night to date.
Organic Buzz Generation
The venue is increasingly tagged by patrons, featured in Instagram Stories by guests, and has become a go-to destination for brunch, cocktails and rooftop events in Nairobi
Enhanced Engagement
Engagement levels increased markedly with more comments, saves/shares for Reels, and higher Story interactions (polls, questions, tags), building a community rather than just an audience
Brand Elevation
The curated, premium visual aesthetic elevated the venue's perceived status from "nice rooftop" to "must-visit lifestyle destination" in Nairobi
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