The Conduit

Pre-Launch & Launch Strategy

Social Media Brand Strategy

End-to-end Social Media

Content Strategy

Social Media Partnerships

The Conduit team’s ambition is to build the world’s leading social impact brand.


They engaged OK COOL to help express their unique club concept, food and design sensibilities, while simultaneously communicating their involvement in more serious conversations.

The challenge: how do you visually integrate intellectual subject matter with the more frivolous topics of food and design on social?

First, we devised and implemented a strategy that split the focus of The Conduit’s brand activities between Instagram’s two channels: the main feed and Instagram Stories.


In keeping with best practice, the main feed would be their vehicle for highlighting visually attractive subject matter, such as food and interiors.

Instagram Stories would be the mechanism for broadcasting impact issues such as Sustainability, Justice & Equality, Education & Skills. These would be articulated in a mini-series format that spotlights the processes and thought behind The Conduit’s social impact messaging.


All The Conduit’s social content, event coverage and promotional assets are bespoke— conceptualised, produced and posted by OK COOL in-line with the content pillars defined in the strategy.

“OK COOL was instrumental in developing our social media strategy for The Conduit. They provided thorough, well researched contextual analysis and created an aesthetic for Instagram that was high quality, thoughtful, detailed and on brand. Their team are attentive, professional and a delight to work with. ”

— Paul Van Zyl, Co-Founder and Chief Creative Officer