Interior designer

Pavel is an interior designer with 10 years of experience and a trusted construction team. Clients used to find Pavel through word-of-mouth, but he decided to start promoting his work on Instagram.
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Project challenge: The client had almost no advertising budget and lacked quality professional photos of interiors and himself. Competing with the polished profiles of other Moscow designers, the focus was placed on engaging texts and authentic, unembellished content.
Profile Description
The original profile description was impersonal with an unclear avatar and unengaging, cliché phrases.
  • Pavel's photo was set as the profile picture.
  • Search keywords were added to the headline.
  • A hashtag was created for quick portfolio viewing (portfolio and pricing are of primary interest to clients).
  • A WhatsApp link was included for easy communication.
  • The profile addressed three common client concerns:
1. Beautiful but impractical or unrealizable designs. Many designers create 3D visualizations but can't bring them to life. Clients often focus only on the visual appeal.

2. The need for multiple contractors. Some designers only do visualizations and then disappear. Clients prefer delegating everything to one person who handles the design project, technical supervision, furniture selection, and construction work oversight.

3. The stress of renovation. To ease the client's worries, the goal is to take on as much responsibility as possible, not just send a stack of blueprints that leave clients confused about the next steps.

  • Humor about beloved cats was added.
  • Stories Highlights included:
— Detailed service descriptions: Most people are unaware of what a design project involves and what authorial supervision entails.
— A section on current discounts at construction stores: Useful information and proof that Pavel is well-informed and can help save money.
— Videos of the construction process: To show that Pavel is actively involved in the realization and monitoring of the construction, not just designing interiors on a computer.
And here's what happened
The posts were structured by theme and several categories were formed:
  • Before-and-after cases with descriptions of the work done, using storytelling where possible.
  • Designer's work insights: Why a designer is needed, the stages of work, and the potential pitfalls of DIY renovations. The aim is to communicate to the audience that a designer is not just a luxury, but a means to save money and avoid mistakes.
  • Helpful articles: Choosing the right material for countertops, not overdoing it with plants, etc.
Despite the underdeveloped visuals, the textual content began to effectively fulfill its role.

Thanks to Pavel sharing genuinely useful information, posts started regularly topping targeted hashtags.

Mass liking and mass following
  • Competitors (interior designers, renovation crews, architects)
  • Locations of construction markets and stores in Moscow
  • Locations of under-construction residential complexes in Moscow, sales office locations, and accounts of developers and new residential complexes.

Individual Direct Messages to:
  • Commenters on other interior designers' accounts
  • Commenters on developers' accounts
  • Commenters on new development accounts
  • Those who liked the targeted advertising post

Targeted Advertising
With only $100 for targeted advertising, the campaign launched without a test phase. It reached 26,000 users and resulted in 508 actions, with a cost per click of $0.39. Messages were sent directly to those who liked but did not click the ad link.
The most responsive segment to the ad combined two groups: high-income individuals (interested in oil, finance, luxury brands of clothing/watches/cars, expensive resorts) who were also interested in design, renovation, real estate purchase, or who had recently moved.
Responses to the messages divided into three segments:
Hot Leads: Ready to discuss, meet, and order. They were primed for active sales.
Hot Leads
Ready to discuss, meet, and order. They were primed for active sales.
Future Leads
Many recipients were awaiting keys to their new apartments. They weren't pressured but maintained contact with them, so they would turn to Pavel after receiving their keys.

In the interior design and renovation niche, the decision-making process is lengthy; people might observe for a year while waiting for their keys. These prospects were nurtured and made more loyal through content.
Potential Clients
  1. Those not disclosing if they are waiting for keys.
  2. Those who have chosen a designer and are undergoing renovation: might face issues or disagreements and turn to Pavel.
  3. Those who have completed renovations but keep Pavel's contact for future reference.
Individual messages began creating a community of those following Pavel’s work. Some who couldn't afford designer services actively followed Pavel and engaged in comments, thereby increasing involvement.
Diana Burt
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