How we received 193 requests from Instagram for furniture production
Case of custom furniture in Ufa
How to provide with constant traffic of customers for a furniture company? The main directions of the advertising campaign and setting up targeted advertising in the case are kitchens, sofas, wardrobes, living rooms, bathroom furniture, doors, custom-made beds. We tell you how to use targeting to build a scheme for promoting kitchens and other furniture on Instagram
About the project:
Our client is the furniture factory "Re-form", located in Ufa. It produces expensive, high-quality upholstered furniture. The assortment includes more than 500 items of different furniture which costs from 25 to 250 thousand rubles. The furniture factory has been operating on the market for more than 14 years

During this time, more than 20 thousand furniture products were installed, residents of 30 Russian cities, including Moscow and St. Petersburg became customers

The basis of ideas is the client's wishes. Custom-made furniture does not limit the choice of materials, sizes, shapes and designs. This is the main advantage over ready-made modular solutions

Goals and objectives of the project
The main goal of the project is to receive orders for the production of furniture — kitchens, sofas, wardrobes, living rooms, bathroom furniture, doors, beds

Additional goals:

Filling the factory account with relevant and useful information

Increase the interaction rate in the account

The tasks that we faced:

Development of a target audience map and a message map

Creating a quiz in Google forms for each category of furniture

Development of high-quality advertising creatives for receiving orders via Instagram
Challenges and solutions
The furniture factory is located in Ufa. It is complicated for customers from other cities to choose colors and materials for furniture, so the process of coordinating the production of custom furniture in any size is difficult. In addition, the cost of delivery to other cities is also high, but the special support of the cargo and its further installation is necessary

All this significantly increased the final cost of furniture, so it was decided to set up targeted advertising only on Ufa
+ 40 km
Working on content
It was necessary to develop an impressive visual for the Instagram account in order to profitably sell the factory's goods and attract a paying audience

The high-quality engaging and "clickable" content was the accent in the content. It was also necessary to tell about current promotions and discounts on furniture
A new grid for the feed has been developed

Was developed a new, more attractive visual , corresponding to the identity of the company
Example of a grid
The description of the profile header has been edited

We registered a unique trade offer of the factory, adjusted the contact details, added a utm tag to the link leading to the website of the furniture factory
New highlights have been drawn

There was little information about the company's products and services in the fixed stories. We have added new product categories to highlights for the convenience of subscribers. We also changed the design of the highlights, made it in the same style and color as the design of the account
The selected hashtags

A number of hashtags for posting were analyzed. Thematic hashtags of different frequency were selected. Hashtags have also been developed for easy navigation in the account by furniture categories

We have developed a rubricator and a content plan

7 headings for the tape were coordinated with the customer:
Headings for the tape
Reform in the house

Current trends

Promotions and contests

About the company

Useful tips

Our furniture

Surveys
And categories for stories:
Categories for stories
Reviews

Promotions

Our furniture

Our shops

Our factory

Surveys/quizzes
About 60% of the content was selling, 20% - useful, 20% - engaging

The audience actively reacted to the content and was interested in the factory's products, including in the comments and in Direct
The most popular posts
Stimulating activity

Several contests were held

For the first two contests, we chose popular products with a low price (a mirror, an ottoman, a bag chair) to minimize the number of prizes lovers and a large outflow of subscribers after completion

Terms of the contest: to subscribe an account, to like the contest post and comment. We did not limit the number of comments from one participant. Due to the difficulty of delivering the prize to other cities, living in Ufa was one of the conditions for participation. The results were summed up using a number generator
First competition and statistics
Before the second contest, we arranged a vote where users could independently choose a prize for the next contest. According to the results of the survey, an ottoman was chosen, and it was the prize of the competition
Statistics for the second contest

For the third time, it was decided to raffle a certificate in the amount of 5,000 rubles for the factory's goods in order to attract potential paying customers
Statistics for the third contest
After every contest, we published the winners' reviews in the story and feed along with the prize received

Thus, we have formed a high level of trust and loyalty on the part of users, as well as increased engagement in the account


We have filled the factory account with relevant and useful information. The audience reacted both to the posts in the feed and to the stories

The main purpose of working on the project was receiving applications for the furniture. About 15% of applications from the total number of leads were potential buyers who showed their interest in buying furniture directly in the comments under the posts
What was done with advertising companies

While working on this project, we gathered an audience of Instagram users:

Audiences
Audiences
The audience of users living in Ufa from 25 to 60 years old, who showed interest in the topic of restoration

The audience of users living in Ufa from 25 to 60 years old, who showed interest in the topic of furniture, kitchen, etc.

The audience of users living in Ufa from 25 to 60 years old, who recently moved to a new place of residence

The audience of users, aged 25 to 60, who live or constantly visit the areas of Ufa where new buildings are located

The audience of users living in Ufa from 25 to 60 years old, who are similar in their interests and behavior to the customers of the furniture factory with an accuracy of 1% (Lookalike (RU, 1%))

The audience of users living in Ufa from 25 to 60 years old, who are similar in their interests and behavior to the visitors of the furniture factory website with an accuracy of 1% (Lookalike (RU, 1%))

The audience of users living in Ufa from 25 to 60 years old, which is similar in their interests and behavior to users who interacted with an Instagram account with an accuracy of 1% (Lookalike (RU, 1%))
Settings and advertising creatives

We used photo and video ads formats and placements: Stories and Instagram Feed

It was decided to set up separate advertising campaigns for each type of furniture
Advertising campaigns for types of furniture
Kitchens

Sofas

W-compartment

Living rooms

Bathroom furniture

Doors

Beds
We have requested the TOP 5 furniture options of each category, which are most often ordered by customers. After collecting all the images, we developed creatives and launched an advertising campaign

There was an advertising company for each category. Traffic was directed in order to redirect it to a Quiz that we made with Google forms, with different offers
The advertising campaigns results
17.10.2019 – 24.12.2019
Spent – 39676,86 rubles
Applications received – 193
The average cost of the application is 205,5 rubles
The cost of an application for an effective channel is 187 rubles
Advertisements
The following ads have become the most effective:
An example of a Quiz that we made on Google forms, by analogy, quizzes for other types of furniture were developed:
Promotion results
After 2.5 months of work, 193 applications were received with an average cost of 202,5 rubles

Due to the increase in the number of applications, the client decided to increase the number of employees in the Call Center
Future plans
In the future, it is planned:
1
Maintain the developed grid and continue to post content under the same headings
2
Add to highlights and feed customer reviews
3
Regularly hold contests and sweepstakes
4
Fill highlights with relevant products
5
Transfer the quiz to single-page sites made for each category of furniture to track users who have not performed a targeted action, have not left contact details
6
Additional promotion channels: the development of a funnel with the entry point as a subscription to an Instagram account and collecting information about interacting with the account
Additional promotion channels: the development of a funnel with the entry point as a subscription to an Instagram account and collecting information about interacting with the account
Заполните форму
Мы свяжемся с вами и расскажем как попасть на экскурсию в наше агентство
Do you want the same?
Leave your contact details, we will contact you and discuss your project