The pub, which was a local fixture, ceased trading in November 2023. This prompted residents to form the Friends of Elm Tree steering group in April 2024 with hopes of raising £650,000 to purchase and reopen the site under community ownership .
The group’s innovative approach involved a ‘Gen Z’ themed TikTok video which was put out in January. The clip quickly went viral, raising awareness of the site and generating over a million views. The video featured multiple villagers using Gen Z focused language to appeal to a younger demographic.
One line in particular was made famous by villager Hilary Warren, where she urged viewers to “be an Elm Tree stan and help these boomers save their pub”. The social media focused strategy was extremely effective, with donations and support generated worldwide from across the globe, including Brazil, Singapore, Australia and South Africa .
The viral post not only raised significant awareness about the pub’s plight but also directly contributed to increased income for the campaign.
A follow-up video featuring dogs from the village was also created, which helped to spread the group’s message. Campaigners had also previously announced they successfully raised half of their required funds, with recent TikTok success expected to provide a major boost in reviving the community revered Elm Tree Inn.
The Morning Advertiser (MA) spoke to multiple operators to find out how they are utilizing Gen Z focused marketing scripts, and if they think this method has helped to positively impact trade.
A member of the Friends of the Elm Tree steering group, recounted how the idea originated from members of the younger generation within the village.
Raising awareness
He said: “We wanted to try and raise awareness around the pub and a couple in the villages daughters said you’re never going to reach young people with bake sales and raffles and that sort of thing.”
“Which is what we originally thought to do. So we thought, why don’t we try and do something that would appeal to younger people on Tiktok? which probably most of the villages had no clue really what Tiktok was”.
Despite his initial unfamiliarity with the platform, the speaker noted: “Some people knew about Tik Tok, but none of us really used it, although those of us who have had children knew a little bit more about it. So we decided to give it a try.”
He explained that the concept for the marketing video was initially built around the strong sense of community within the village. “It was built around the fact that we are a very cohesive community and the effects we saw from it were great. There’s a real desire to maintain that community feel about everything we do, really”.
The spokesperson also highlighted that although their response from TikTok was significant and surpassed their initial expectations, the group also utilised other platforms such as Facebook, Instagram, X, and Bluesky.
“Those channels are not as productive in terms of the response that we got from Tiktok, really. I think the remarkable thing was how how global our Tik Tok video was. The reach of our videos extended far beyond our local area, with some earlier videos we put out getting over a million views for instance”. He explained that this global attention then translated into a substantial online following, with approximately “50 or 1000 followers on TikTok.”
He added: “We also now have a considerable number of Instagram followers as well”.
This increased online visibility directly benefited the group’s fundraising efforts, he shared: “The videos we put out definitely drove donations to our Crowdfunder site, because we were crowdfunding to try and buy the pub. That goal was to raise money more than anything else, and the video definitely helped to raise the profile of the pub in the course of putting that out”.
Looking towards the future, with the hope of securing ownership of the Elm Tree, the spokesperson explained that the Friends of the Em Tree group intend to continue leveraging social media.
He said: “We would be absolutely mad not to, really. We have a lot of holiday makers, campers and bird watchers attracted here as it’s on the Jurassic coast, most of those will hear about us through the internet so it’s definitely in our interest for the future to market the pub through those channels so we will continue to do so.”
Reflecting on the experience, he affirmed the value of using TikTok and embracing a younger led creative approach. He added: “It has been so useful, it’s surprising how many people responded and got involved, really. And people you might least expected to, really rose to the challenge”.
The spokesperson offered advice for others in similar situations, and recommended embracing social media. Emphasising the importance of aligning social media strategy with core values and objectives, he added: “I think in general, you have to get your story right in the first instance. That is the important thing, is to use a strategy about what kind of place you want to be, how you want people to perceive you. In our case, it was all about the community”.
Co-owner of Biddy O Barnes in Barnsemore, Megan Slevin, also explained her approach when using TikTok to market their 150-year-old pub. Touching on how its helped to grow the site, she explained their Tik Tok video featured an older employee at the site and thought this aspect would appeal to a wider audience. The goal, she explained was to find “new ways to tell our story” and connect with a younger demographic.
Slevin noted that she believed the employee in question would handle the TikTok videos well and that rallying the whole pub team behind the marketing script was both collaborative and an immersive experience and one that she said, “helped to boost team morale”.
Slevin added: “We didn’t expect the Tiktok to blow up in the way that it did to be honest, but ultimately, it was a great way to bridge the gap between a multi-generational workplace and also a great way to resonate with viewers.”
A useful tool
She explained she felt the impact of their TikTok strategy on driving traffic was evident and that she was comfortable utilising the app, coming from a background in marketing. “Social media is absolutely a tool I would recommend operators embracing, as someone from a marketing background, I know how useful social media can. It really is a tool I would recommend utilising.”
Slevin also mentioned their on-site coffee shop, The Brewer at Slevin’s, which, she explained she was also focused on marketing through Instagram and TikTok.
“From both sides of the business, the amount of people we have come in and go, oh, I saw you on Tiktok. It really does make a difference.”
“We also have people come in and recognise staff from the videos, in particular Geraldine, who we joked started to become our personal pub influencer”.
Slevin agreed that social media and in particular Tik Tok has generally helped to drive people to the site in person and across all age groups. Speaking on utilising trends going forward.
She said: “I’m not really one to jump on trends for the sake of it, I think if there are any trends out there that don’t fit our ethos or are mean spirited then no we won’t use them, but any trends that are fun and fit for us we will absolutely use, as long as we have someone to be on camera because they serve as a great talking point and remind customers that we are here and operating as a pub within the business.”
Slevin emphasised that she believes social media is “one of the only free ways for businesses to get their name out there” and if done consistently, “really can make a difference and is a great way to connect with an audience”.
The Waterfront Inn in the Isle of Wight manager, Mark Paskas also touched on how he believes social media is a positive tool for hospitality businesses. Even for those less familiar with online trends. Paskas also addressed the perception that older operators might be apprehensive about using platforms like social media.
“Yes, I would recommend using social media for those that might be a bit older, the video that we did definitely helped to boost trade without a doubt. It was quite comical, we had people coming in saying we’ve seen you on Tik Tok. Then they show me TikTok dances!”
Paskas continued: “We have a great team of younger people who help to put the social media vidoes together, we also have monthly team meetings and decide what we want to do and they write the scripts.
He added: “I get involved, you know I think why not really lets join in. I’m 60 years old and they’re all hitting 18 and 19 years old now.” Paskas explained he thought it was important to help get messages to the public and that the younger generation are well versed in the world of social media."
“I think it’s important to get things out there especially when younger people know a lot about these things these days.”
He also explained he felt their video had helped to positively impact trade and fostered a general sense of community and morale within the team.
Paskas noted he was: “Going to do another video so look out for it, the girls are going to put another video together I’ve got them working on a script. They’re brilliant at it.”
Touching on how the team feels when they see increased views on their videos, he revealed: “It’s a little bit of fun at the same time and when we all start seeing the count on the video go up, it’s really great for the team.”
