The wins, the lessons, and the plans we’re manifesting into reality
New financial year energy always hits different. It’s a moment to pause, reflect, shake off the chaos, and get clear on what we’re building - and why we’re building it.
Loft Social wasn’t born to be a cookie-cutter agency. It was built to be the antidote to one. Strategy with soul. Creativity with purpose. An agency where the culture matters just as much as the campaign metrics.
And this past year? We lived that ethos - through some of our biggest wins and our most humbling lessons.
What 2024/25 Brought Us
This year was a turning point. We refined who we are, who we serve, and how we show up. We shifted gears in a few key areas - team, process, client growth - and while not every experiment worked (lol), we’re walking into this next season with more clarity, more confidence, and more conviction in our zone of genius.
We got louder in the rooms we belong in. We backed our instincts more than ever. And we proved (again and again) that smart, creative, data-led marketing can be done with heart.
Our Biggest Wins
✱ Client 1: launched with a huge buzz, over 10k followers, a nation-wide treasure hunt and influencer campaign, garnering over 1.7 million impressions organically
✱ Client 2: Increased organic reach on socials yoy by 178% using our content strategy, content we produced and of course – our sassy team working the community management
✱ Client 3: We raised $150k for our charity partner and funded the build of a a new school in earthquake affected zones in Lombok (thanks to everyone for this one)
✱ Client 4: Sponsored a Billie Eilish box and influencer event, going viral in the process
✱ Client 5: A common trend for all of our client highlights – they sold out. Over and over. Thanks to content.
Our Biggest Learnings
✱ Growth at all costs is not the goal. Sustainable, values-aligned growth is. We took on two new team members this year but ideally, we needed 5 more. The learning is that we need to ensure we grow at a pace that we can keep up with, to protect ourselves and our team from burning out.
✱ Don’t wait for permission to lead the conversation. We’re social leaders, and this year we learned that if we lead it we grow organically a lot quicker than if we win new business. We’ve pushed ideas, sent proactives and continuously evolved the content plays across our entire client portfolio and the creativity of these ideas was the backbone for all the success we saw.
✱ Walk away as soon as your gut says it isn’t right. We had a client breakup, and it wasn’t nice. I’m so glad we walked away before we lost even more and the lesson was to know your worth.
FY25: Our Goals
✱ Be seen as the most trusted content and influencer agency in Australia
✱ Secure 3 new long-term retainers in fashion, lifestyle and impact sectors
✱ Launch our first owned-brand event series (stay tuned for this one)!
✱ Get every staff member to hit goals and take home big bonuses <3
We’re not interested in growing just to grow. We’re interested in building something that feels good — that performs, yes, but also lasts. Something worth being proud of.
So here’s to another financial year of bold moves, good strategy, weird TikToks, excellent spreadsheets, chaotic shoot days, last-minute brief changes, big wins, deeper clarity, and campaigns that actually work.
Let’s get it.