Commercial furniture manufacturer, Knightsbridge, approached us for help with its content and social media strategy. Following a company restructure the team was left with an inactive social media presence and a sparsely populated blog. The team was also keen to re-engage their healthcare customer base and encourage new enquiries from the sector in response to heightened demand sparked by the coronavirus pandemic.
In response to the brief, we developed and pitched a full integrated marketing retainer covering digital marketing, social media, content creation and design. The strategy was built across three phases; the first focused upon improving existing platforms and assets, the second to attract new customers and the third dedicated to ongoing marketing. The first phase of the approach was taken up immediately by Knightsbridge and we set to work setting the foundations upon which to roll out the remaining strategy.
Our PR & Content team began by building an activity plan centred around key monthly themes which we knew were topical within the industry. These themes provided an anchor for our content marketing, ensuring the topics were timely and relevant to the target audience. From these themes, the team crafted optimised blog posts and social media content across Facebook, Instagram and Linkedin. Using our photography studio we planned, directed and shot bespoke content for Knightsbridge which included interviews with designers, GIFs and stills for new furniture ranges. We also used our graphic design team to create infographics, annotated feature graphics and other creative content options.
Once a bank of strong and varied content had been built, we planned when to release it through the social channels, based upon research around the type of assets that performed best on certain channels and when our audience was typically online. To ensure our content reached the target audience we tactically boosted posts to ensure it was being seen by the correct people.
Across 12 months we gained 361 Instagram followers, generated more than 4,800 post likes and views and reached 1,000 Instagram accounts. For Facebook, we grew our page by 388 followers and reached more than 200,000 members of the target audience through our content. The Linkedin page also grew by 185 followers and we generated 17,000 impressions.