Context
A premium furniture manufacturer that offers high-quality furniture for demanding customers. The goal of the campaigns was to increase the brand's online presence, increase engagement and the number of followers on Facebook and Instagram, and generate traffic on stories.
The target group included people interested in premium furniture, people looking for higher quality interior furnishings, mainly from the mid- and high-end segment, and people active on social media.
Goals
- Activity under posts – increasing interaction and engagement under posts, aimed at people who have already had contact with the brand.
- Gaining followers – increasing the number of followers on Instagram and Facebook.
- Traffic on stories – increasing the reach and engagement in stories and redirecting users to landing pages, in this case we directed them to the Instagram profile.
Duration
- Activity under posts – campaigns were active from December 2021 to November 2022.
- Gaining followers on Facebook – campaigns conducted in the period December 2021–November 2022 and additionally May–September 2023.
- Traffic on stories – December 2021–November 2022.
Activity under posts
- Target group – people who have already had contact with the brand, visited the website, reacted to previous posts or clicked on an ad.
- Characteristic – users who have previously shown interest in the brand’s products but have not yet made a purchase. The goal was to remind people about the brand and increase engagement through interactions with posts.
Gaining followers on Facebook
(cold group, various voivodeships):
- Target group – users from various regions of Poland who fit the demographic of people interested in premium furniture, interior design and design.
- Characteristic – a broad group, including people who do not know the brand but are potentially interested in purchasing premium furniture, people with a higher income, interested in interior design and aesthetics.
Traffic on stories
(lookalike groups):
- Target group – people active on Instagram and Facebook who engaged with similar content, and people from the “lookalike” group, i.e. users with similar behavior and interests to those who have already engaged with the brand.
- Characteristic – a group of people who actively browse stories, are interested in news from the field of interiors and design, as well as people who may be interested in clicking on links in stories to learn about the offer.
Advertising formats
In the campaigns, we used photos of furniture implementations already shown in specific client apartments. The formats were adapted to different ad placements in Meta Ads. All photos were taken by a professional photographer, which additionally emphasized the high quality of the products and the exclusivity of the furniture manufacturer's offer.
Key Results
Activity under posts
We generated 19 204 activity under posts (likes, comments, shares, clicks) – high level of engagement, which indicates the effectiveness of the remarketing campaign and reminding users who have already had contact with the brand.
The visible increases in the charts were related with changes in advertising budgets.
Promoting posts on Instagram
We also ran campaigns to promote selected posts directly in the app. Post promotion in the app proved to be an effective tool for increasing visibility and engagement in the brand profile.
Below we present the results of two promotional campaigns:
#1 post
(promoted from July 19 to August 3, 2024)
As part of the campaign, an amount was allocated to promote the post 765 PLN, which allowed us to obtain the following results:
- Reception: 38,938 people,
- New followers: +365,
- Save the post: 562,
- Likes for the post: 1048,
- Comments: 15,
- Profile visits: 1609.
#Post 2
(promoted from January 30 to February 28, 2024)
Campaign with a budget 1062 PLN, brought the following results:
- Reception: 45,684 people,
- New followers: +648,
- Save the post: 849,
- Likes for the post: 747,
- Comments: 14,
- Profile visits: 2744.
Both posts brought significant results, proving that promoting content directly in the app is an effective way to grow your profile.
Gaining followers on Facebook:
11 239 new followers in the period December 2021–November 2022 at a cost of PLN 0.96 per fan and 2 147 followers from May to September 2023, where the cost per fan was PLN 1.08.
The results show a significant increase in Facebook followers, which helped expand the brand’s reach and presence on social media.
Traffic on stories:
We have arrived at 337 651 accounts and we generated 15 471 link clicks – the campaign brought very good results, which suggests that users were interested in taking further action related to the offer.
Summary
Meta Ads activities allowed us to effectively reach target groups, building engagement and brand awareness in the premium segment. The campaigns allowed us to achieve the intended goals both in generating new interactions and traffic on social media profiles.
Professional photos of the implementation, precise targeting and a long-term approach contributed to achieving the presented results. The campaigns confirm that well-planned remarketing activities and a focus on aesthetics and quality are key in the premium segment.
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Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl