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SMM promotion for the showroom of tile and stone TRANSSTONE

How to use a renewed visual concept and content strategy to increase your reach and expand your audience by 2.5 times

Input data

Client: tile and stone showroom from TRANSSTONE (TOPOVI).

Issues:
- fairly monotonous content on the page;
- outdated design;
- low level of interactions and coverage.

Duration: 8 months.

Tasks

develop a rubric and design concept of social networks;

reach the target audience and make them aware of the showroom;

attract attention to offline showroom events;

increase the number of followers and interactions on the Instagram page.

List of works and results

1. We formed a content strategy in which the emphasis was placed on aesthetic content, increased the frequency of posts in the carousel and Reels format, and developed the following permanent sections:
- novelties and promotions;
- assortment of brands presented in the showroom;
- video review of decors;
- announcement of events taking place in the showroom;
- expert advice on how to care for materials and how to choose them;
- trends in the field of design.

Comparison of previous and new design

Before (design of posts before cooperation with us)

After (posts after we implemented the design concept)

An example of the Stories design

2. We developed the mechanics of promoting offline events and their design:

Post and Stories

Event cover

3. We posted mood videos showing the products presented in the showroom. Such videos received an average of 10-15 thousand views, and some of them from 20 to 37 thousand.

4. We promoted posts with the goal of Profile Visits, thereby attracting the target audience to the page and encouraging them to subscribe.

The number of followers on the Instagram page increased more than 2 times: from 739 to 1,821

Average page reach is up to 150,000 per month

The average number of interactions (likes, comments, saves) is an average of 2,300 per month

Mood videos in the Reels format and carousels with selections of porcelain stoneware decors have the largest number of reaches

Reputational content, videos, and event announcements bring the greatest number of interactions

List of works and results

Comparison of previous and new design

Before (design of posts before cooperation with us)

After (posts after we implemented the design concept)

An example of the Stories design

2. We developed the mechanics of promoting offline events and their design:

Post and Stories

Event cover

3. We posted mood videos showing the products presented in the showroom. Such videos received an average of 10-15 thousand views, and some of them from 20 to 37 thousand.

4. We promoted posts with the goal of Profile Visits, thereby attracting the target audience to the page and encouraging them to subscribe.

The number of followers on the Instagram page increased more than 2 times: from 739 to 1,821

Average page reach is up to 150,000 per month

The average number of interactions (likes, comments, saves) is an average of 2,300 per month

Conclusions

The formation of a content strategy and the development of a design concept helped to attract a new target audience and awaken interest in the page among the existing audience.

It helped us refresh the page and gain dynamics in the growth of all key indicators: audience growth, number of interactions and reach.

Thanks to interesting and aesthetic posts, we managed to increase the number of subscribers by 2.5 times without conducting competitive activities that are not reputationally acceptable for the brand.

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