Omescape VR
Helping one of London’s leading free-roam VR experiences become the UK’s most followed VR venue through strategy-led organic social media.
The Challenge
When Omescape VR first got in touch, they already had an incredible product.
The problem wasn’t the experience, it was that hardly anyone online knew about it.
Aside from a Facebook page with just over 2,000 followers and very little content being published, they had almost no organic social media presence. They had no structured content strategy, no editing process for the footage they were capturing, and no consistent way of showcasing what made their free-roam VR experiences so unique.
The goal was ambitious but clear.
Increase brand awareness, support paid advertising with a strong organic presence, close the gap on competitors, and become the go-to free-roam VR experience in London.
Discovery & Strategy
Before editing a single video, I wanted to understand two things.
Firstly, what made Omescape different.
Secondly, why someone would choose them over another VR venue.
I spent time researching competitors, analysing their content, understanding what performed well, and identifying opportunities that Omescape could take advantage of. I also looked at the wider immersive entertainment market and dug into the behaviours of their target audience to understand what people were actually looking for when searching for experiences like this.
One thing became obvious almost immediately.
Omescape already had everything they needed to create incredible content. They just hadn’t found a way to use it effectively yet.
During my competitor research, I noticed that side-by-side gameplay videos consistently outperformed almost every other type of content. Seeing both the player in the real world and what they were experiencing inside the headset instantly made the experience easier to understand and far more entertaining to watch.
The challenge was that Omescape didn’t have access to this style of footage. The games weren’t designed to be recorded in that way, so together we looked for an alternative. Eventually, the team managed to capture a fixed in-game camera angle alongside their CCTV footage. It wasn’t perfect, but it gave us enough to work with. Rather than seeing it as a limitation, I built the content around it, and that format quickly became one of the biggest drivers of growth across the channels.
They would often capture hilarious player reactions, genuine moments between friends, families and colleagues, and the kind of footage people naturally stop scrolling to watch. It wasn’t polished advertising, it was authentic entertainment.
That shaped the entire strategy.
Instead of trying to sell free-roam VR, we focused on showing the experience through real people.
Alongside that, we improved profile optimisation with clearer messaging, stronger SEO and location-based cues to ensure the content reached people actually looking for things to do in London.
Every piece of content was built around one simple question:
“Would this make someone think… I need to try that?”
Bringing the Strategy to Life
The strategy came to life through consistent, audience-first content that felt entertaining before it ever felt promotional.
One of the biggest creative decisions was introducing a side-by-side content format that combined CCTV footage of players with in-game gameplay.
The idea came directly from competitor research, where I’d identified it as one of the strongest-performing formats in the industry. Rather than copying it, we adapted it to work with the footage Omescape could realistically capture, creating a recognisable style of content that became a cornerstone of the strategy.
It solved two problems at once.
Firstly, it educated people who had never experienced free-roam VR before. Showing exactly what players were seeing around them.
Secondly, it captured the real reactions happening outside the game. Panic, laughter, confusion and complete chaos, which made the content incredibly entertaining to watch.
The biggest winners were always the most human moments.
- The screams.
- The panic.
- The laughter.
- The chaos.
Watching groups of friends accidentally abandon each other during zombie attacks or hearing someone scream at absolutely nothing consistently outperformed traditional promotional content because people could imagine themselves in those moments. Creating an emotional shift in the viewer and giving them that “I need to try that” feeling.
As the strategy evolved, we shifted our messaging to become far more London-focused, making location a key part of the content while creating videos aimed at different audiences, whether that was couples looking for date ideas, families planning a day out, groups of friends or companies organising team-building events.
The result was content that educated, entertained and inspired people to book without ever feeling like they were being sold to
The Results
Over the course of a year, the channels experienced exceptional organic growth.
- 116.2 million impressions
- 3.7 million content interactions
- Grew from 2,000 followers to 120,000+ followers across three channels
- Overtook their biggest UK competitor across UK social media platforms
- London became the top-following city across every platform, with the UK consistently ranking within the top four audience locations.
More importantly than the numbers, the strategy helped establish Omescape VR as one of the leading voices in the UK’s free-roam VR industry, while supporting ongoing booking enquiries and strengthening the brand’s visibility within the London market.
Through Google Analytics, we could also see a clear relationship between high-performing content and increases in website traffic and bookings. Whenever content reached large audiences organically, booking activity followed, reinforcing the role social media was playing in driving commercial results. Not just growing followers.
What People Started Saying
The impact of the work extended well beyond the analytics.
As the results continued to grow, the client’s confidence in organic social media grew with them. What began as a three-month agreement quickly became a six-month contract before being extended again to a twelve-month partnership, reflecting their belief in both the strategy and the long-term value social media was bringing to the business.
One of my favourite pieces of feedback actually came indirectly. The person who introduced me to Omescape told me the team were constantly talking about the results during meetings with their other agency and were genuinely buzzing about the growth they were seeing.
For me, contract renewals are one of the strongest indicators that a client believes in what you’re doing. Omescape has now renewed twice, and we’re continuing to build on the momentum together.
My Biggest Takeaway
This project reinforced something I believe about social media… That people don’t fall in love with products. They fall in love with experiences.
The content that consistently performed best wasn’t the polished promotional videos or carefully crafted sales messages. It was real people laughing, screaming, celebrating and making memories together.
What I’m most proud of isn’t the 125,000 followers or the 116 million impressions.
It’s seeing a strategy built around genuine customer experiences become a real driver of business growth.
Every decision throughout this project came back to one simple principle: if people can picture themselves having a great time, they’re far more likely to book than if they’re simply told it’s a great experience.
That’s exactly what happened.
The content entertained first, educated naturally and sold without feeling like it was trying to sell at all.