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Project: Ukrainian manufacturer of solid oak furniture Topic: Repairs Region: Ukraine Promotion period: January 2020 – present What the client asked: The LORI factory is a Ukrainian producer of premium solid oak furniture, catering to consumers with an Average + income level. The client’s request was to implement end-to-end analytics and link purchases made via calls, messengers, and offline stores to traffic channels leading to the website. Additionally, the client aimed to establish processes that would effectively monitor traffic channels and drive sales growth. Solution: To achieve the goal, we proposed a strategy focused on creating engaging, functional, and relevant content that would attract the audience and encourage maximum interaction. PPC resources were integrated to set up the analytics. Goals: Develop a page that showcases the store’s extensive product range. Enhance brand awareness and attract new target subscribers. Boost organic reach and engagement with posts overall. Drive more traffic to the website. Tasks: Development of an SMM strategy. Creation of content that highlights the core of the project. Launching targeted advertising, with key objectives to enhance brand awareness, reach, website traffic, orders, and direct inquiries. Implementation: Developed and executed an SMM strategy. Established a consistent style for profile content. Implemented a systematic approach to publications. Created the brand's Tone of Voice (ToV). Results: To effectively differentiate ourselves from competitors, we emphasized key advantages: natural oak, Ukrainian production, comfort, and the ability to customize furniture. Our team conducts daily consultations with managers to track customer inquiries. We turn this information into creative content that later appears in Reels recommendations. For instance, we perform crash tests on fabrics and lacquer coatings. Through the content on our page, we communicate with subscribers in a way that resonates with them. By focusing on the customers’ needs, we’ve created a friendly environment where clients can easily find answers to their questions, explore new products, and purchase updates for their homes. To maintain engagement, we regularly refresh the visual layout on Instagram - reducing the use of white background images and graphics, while incorporating more authentic content such as photos and videos from studio shoots. This approach diversifies the content and keeps the audience engaged. We also decided to highlight the following categories of posts: Introduction to the product range. Overview of the production technologies used. Behind-the-scenes look at store life. Our goal was to present information about the furniture consumers are buying in a clear and easy-to-understand format. The tone of voice was chosen to be formal but warm, striking a balance between professionalism and approachability— ideal for publications targeting consumers looking for furniture for their homes or apartments. In 2024, our client evolved by updating their brand book and tone of voice. The new communication style remains official while adding warmth and accessibility. For social media promotion, we selected targeted advertising as the primary tool. For this type of business, social media is not just a sales channel but an essential branding element. It helps increase brand awareness and introduces potential customers to high-quality, Ukrainian-made products.