• Social Media

Knight Frank Residential Paid Social Case Study

Boosting brand awareness and follower growth through social media for Knight Frank.

The challenge.

Knight Frank (KF) sought to amplify brand awareness and follower growth on social media platforms like Meta and TikTok. Their objective was to connect with a specific audience: High-Net-Worth Individuals (HNWIs) interested in acquiring luxury residential properties. We rose to the challenge by developing a strategic social media campaign tailored to resonate with this affluent demographic.

Knight Frank is a renowned estate consultant, trusted by clients across the globe. With a network of offices spanning over 50 territories, they cater to a wide range of residential and commercial property needs. Their expertise extends beyond buying and selling, encompassing property valuation, consultancy, and exceptional customer service.

Our response.

We implemented a creative, data-driven approach using two key strategies:

  1. Meta: We leveraged reels on Facebook and Instagram, featuring KF agents as “property micro-influencers.” Testing revealed strong performance for agent-led reels, leading to a focus on this format
  2. TikTok follower acquisition: We launched a targeted follower acquisition campaign on TikTok, leveraging learnings from Meta’s success with agent reels. This included optimising for profile visits initially, then switching to follower growth and integrating top-performing agent reels


  • 106.25%

    Increase in Meta engagement, exceeding the target of 30%

  • 56

    Indirect leads generated vs. 8 indirect leads (previous period)

  • £0.15

    CPL vs. £0.35 target and vs. £0.25 (previous period)

  • >1.3 million

    ThruPlays, reaching over 3 million users on Meta

  • >10,000

    TikTok follower growth vs. 2,200 that we started with

  • 39%

    ER with agent-led reels

The impact.

KF became a pioneer in the property sector by utilising agent-led reels for paid social advertising, inspiring competitors to adopt similar strategies which led to winning the award for Social Media Campaign of the Year 2024 at the UK Digital Growth 2024.




Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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