The Client
Working with 12 Hay Hill, a leading private members’ club in Mayfair, has been a standout partnership for the Byter team. Known for combining the luxury of a traditional private club with the functionality of a fully serviced business hub, 12 Hay Hill attracts entrepreneurs, senior professionals, and forward-thinking companies looking to work, network, and unwind in one of London’s most prestigious postcodes.
Our goal was clear: help 12 Hay Hill compete digitally with some of the most established private clubs in the UK, while highlighting what makes them unique — a contemporary space where business meets luxury lifestyle.
The Challenge
In a market crowded with legacy clubs and heritage institutions, 12 Hay Hill needed a modern, visually impactful social media presence that would resonate with a new generation of ambitious professionals. The challenge was balancing exclusivity with accessibility, and positioning the brand as progressive, influential, and digitally sharp.
The Byter Approach
Byter began with a complete audit of the club’s digital footprint, followed by the development of a refreshed social media strategy tailored for LinkedIn and Instagram — the two core platforms best suited for a professional and lifestyle-driven audience.
Social Media Strategy & Management
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We developed a content calendar that strategically combined community highlights, business events, club facilities, and lifestyle content.
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Focused on member stories, showcasing the diversity and success of those within the 12 Hay Hill community.
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Executed platform-specific content, keeping messaging sharp and consistent while adjusting tone and format per channel.
Content Creation
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Our in-house team captured the essence of 12 Hay Hill through on-brand photography and videography — from interiors and private dining rooms to rooftop networking events and curated member experiences.
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We developed a visual language that reflected the club’s luxurious yet modern vibe, appealing to both current and prospective members.
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We also supported with event content and timely reels to maximise exposure and engagement during key moments.
The Byter Approach
Byter began with a complete audit of the club’s digital footprint, followed by the development of a refreshed social media strategy tailored for LinkedIn and Instagram — the two core platforms best suited for a professional and lifestyle-driven audience.
Social Media Strategy & Management
-
We developed a content calendar that strategically combined community highlights, business events, club facilities, and lifestyle content.
-
Focused on member stories, showcasing the diversity and success of those within the 12 Hay Hill community.
-
Executed platform-specific content, keeping messaging sharp and consistent while adjusting tone and format per channel.
Content Creation
-
Our in-house team captured the essence of 12 Hay Hill through on-brand photography and videography — from interiors and private dining rooms to rooftop networking events and curated member experiences.
-
We developed a visual language that reflected the club’s luxurious yet modern vibe, appealing to both current and prospective members.
-
We also supported with event content and timely reels to maximise exposure and engagement during key moments.
Results & Impact
In just a short time, we were able to significantly increase engagement rates, social following, and lead inquiries, helping position 12 Hay Hill as one of London’s most digitally forward private clubs.
Key wins included:
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+42% growth in Instagram engagement within 3 months
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Improved brand perception among a younger demographic of professionals
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Increased visibility of club events, translating to higher member participation and bookings
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High-performing content that outpaced industry benchmarks for engagement and reach
A Collaborative Journey
The team at 12 Hay Hill were a dream to work with — clear on their brand values and open to creative collaboration. Together, we built a content and social media machine that not only elevated their online presence but also supported broader business goals like membership growth, brand equity, and event visibility.
At Byter, we understand the evolving expectations of today’s luxury clientele and how to speak to them online. With 12 Hay Hill, we helped craft a digital narrative that feels as premium as the experience they offer behind their doors — and we’re proud to be part of their ongoing success.
