Home Decor business Case Study
Role: Social Media Management
Managed Instagram for an e-commerce home décor brand, focusing on rebuilding engagement and establishing a more structured and sustainable content strategy.
The project combined content creation, user-generated content and community management, alongside foundational work to improve overall brand presence.
Objectives
The initial goals was to increase sales through social media.
However, early analysis showed that low engagement and poor audience quality were limiting performance, requiring a shift in focus towards rebuilding visibility and engagement first.
Key Challenges
Low engagement due to previously acquired non-organic followers
Lack of consistent content and structured posting schedule
No clear brand identity beyond AI-generated copy
Limited existing online presence and audience connection
Strategic Approach
1. Rebuilding Engagement Foundation
Shifted focus away from vanity metrics and towards improving audience quality and interaction.
This included introducing engagement-led content and campaigns designed to encourage genuine interaction and increase reach organically.
2. Content Structure & Consistency
Introduced a more structured content approach, including a consistent posting schedule and a mix of formats (static, carousels, stories and video).
Content was designed to balance product visibility with engaging and shareable formats.
3. Brand Direction & Tone
Moved away from generic, AI-generated messaging towards more intentional and brand-aligned content, focusing on clarity, tone and audience relevance.
Execution
Managed Instagram content planning and posting
Crated a mix of static posts, carousels, stories and reels
Developed a UGC-style ad to increase relatability
Designed supporting visual assets and print graphics
Ran a giveaway campaign to boost engagement
Handled community engagement, including comments and DMs
RESULTS & IMPACT
Improved engagement levels and interaction following the introduction of engagement-focused content
Increased consistency in posting and overall brand presence
Established a clearer content direction and structure for future growth
Due to the project transitioning partway from full social media management to social media consulting, long-term performance tracking was limited. However, early indicators showed positive movement in engagement and audience interaction.
Key Takeaways
The importance of prioritising audience quality over follower volume
How structured content systems improve consistency and engagement
Adapting strategy to fit changing client capacity and resources