Case Study: Landsec drives authentic retail destination fame with Umpf’s influencer strategy

Landsec drives 10.7M views with Umpf

Landsec, a UK-based retail and leisure operator with a portfolio of 12 destinations, tasked the agency Umpf with reimagining its influencer marketing strategy. The challenge was to move beyond generic retail content to build greater fame and authentic local connections through an entertainment-first approach.

Umpf implemented a new strategy focused on authenticity by identifying and contracting local, community-rooted influencers at each destination. The agency managed the entire process end-to-end, giving influencers creative freedom to produce engaging, storytelling content. The results were significant, including 141 influencer visits, 321 content pieces, and over 10.7 million views on paid partnership content, with engagement rates consistently exceeding industry benchmarks.

Landsec