Case Study: Round Table Design
Round Table Design wanted to attract business leads primarily for hospitality and commercial design projects throughout Texas, as well as some residential leads.
Ultimately, they wanted to sustain a digital presence that accurately reflected their brand and to increase brand awareness to, in the client’s words, “Get the word out about what we do!”
Wingnut Social developed a strategy to focus on their differentiators in the market and develop a unique brand identity for Roundtable exposing the brand to as many people who don’t know about their business as possible.
We emphasized the agility of a small, dedicated team on commercial projects where clients get to work directly with the principal designer.
While exposure was our primary goal, we focused heavily on engagement strategies to ensure the client was not only passively seen, but also noticed and interacted with.
Instagram was the perfect platform to highlight Roundtable’s design aesthetic which centered on custom pieces and rare finds that bring uniqueness to each project. Wingnut Social posted images of unique, luxurious designs and products and occasionally quotes related to creativity.
To increase the reach of their account, we created ads and promoted existing posts to people who were not their followers.
We created ads and promoted existing native posts, alternating among different ad objectives including: Engagement, Website Traffic and Profile Visits.
This also helped grow their Instagram following, increase engagement and impressions and get the word out about Roundtable Design in front of the exact audience their business wanted to reach.
We ran and continually optimized search ad campaigns with expanded text ads and responsive search ads to their website’s hospitality page.
We used detailed ad targeting of their target demo and targeted keywords optimized for people interested in hospitality/commercial design. This helped them gather leads on potential clients interested in hospitality design.
With a goal of producing leads for commercial design projects, we sent a newsletter to their email list of (mostly) Texas businessmen featuring one of their office projects and detailing the advantages of working with Round Table Design on commercial/hospitality projects.
The campaign was successful in increasing brand awareness as well as driving engagement with the brand. Over a two month period, Round Table Design’s Instagram account grew 27% in followers, 1,678% in impressions and 2,264% in engagements.
The Google ads drove traffic to the client’s website, with a click-through rate that is 76% higher than the industry average.
The cold newsletter had more than double the open rate and ten times click-through rate than the average across all industries.
Working with Wingnut has been a wonderful journey! My company was a little behind the curve when it came to social media and mining for leads. They have increased our number of followers on Instagram by leaps and bounds, all the while being very thoughtful about our brand aesthetic.Leslie Phillips-Greco