A brand of expensive elegant furniture that needed to change its positioning and attract traffic to the website for brand familiarization, as well as to the store for furniture orders. The challenge was to find a segment of the audience that was not only willing to purchase Hasta products but was also willing to personally visit the store to view and order, which limited the audience not only by income level but also by location.
Hasta
A furniture factory creating sofas using a unique Italian technology.
Tasks
1
Strategy
Create a brand development plan online, taking into account the high cost of the products and the narrow target audience. Here, we were limited by the location of the showroom where the products are presented.
SMM/Copywriting
Organize the content presented on social media. Design the account concisely and stylishly, in line with current trends. Showcase the Italian style and high quality of the product, highlighting the advantages of production in clear and beautiful text. Establish a regular posting schedule
4
Traffic
Set up advertising on the account to attract new followers, as well as ads on the website for product exploration and order placement. Create a separate advertising campaign targeting the audience within a 5 km radius of the showroom.
3
Production
Conduct a series of photo and video shoots with Hasta sofas and armchairs, including photos of interiors, real people, sofas, and their details. Showcase all the components of furniture usability. Create 3D images.
2
Results
A well-designed and styled account, presentation materials for the website and social media, an increased community audience, growth in website traffic, and established traffic to the showroom.
We will consult and conduct a brand audit!
Strategy
Defined the project's goals. Developed a unique selling proposition (USP).
Identified the social media tasks, considering that all products were available only in offline locations, which limited the audience based on location.
Identified the target audience based on the previous point.
Conducted an account audit for further research and comparison with competitors.
Worked on the brand's online positioning, taking into account the high prices of the products.
Selected tools for promotion.
Identified the social media tasks, considering that all products were available only in offline locations, which limited the audience based on location.
Identified the target audience based on the previous point.
Conducted an account audit for further research and comparison with competitors.
Worked on the brand's online positioning, taking into account the high prices of the products.
Selected tools for promotion.
Production
The project virtually had no original content, as all photos were provided by the Italian partner in a limited quantity without adaptation to the Russian market.
With the help of two photo shoots and one video shoot, we provided the brand with materials for the website and social media. We also created 3D images to showcase Hasta sofas in various interior styles
With the help of two photo shoots and one video shoot, we provided the brand with materials for the website and social media. We also created 3D images to showcase Hasta sofas in various interior styles
- 3Professional shooting
- 25Filming hours
- 6Ready-made videos
- 300+Shots
Video
The conciseness of every detail, style, softness, deep color, and functionality of Hasta sofas are evident in every second of the brand's website commercials. We created such videos that evoke an irresistible desire to have the same sofa at home.
SMM / Copywriting
Before our collaboration, the brand did not have a visual positioning. Various banners were used, differing in fonts and colors. We brought the account to a unified corporate style, selected appropriate compositions for photos and videos, and styled the feed. We developed a content strategy and, through copywriting, sought to convey the uniqueness of Italian products in comparison with popular Russian manufacturers.
Feed
Before the update
After the update
Profile header
Traffic
The main objective was to drive traffic to the website to familiarize the audience with the products. We achieved a substantial number of visits through motion creatives that highlighted the brand's advantages and included a call to action. Additionally, we increased the account's audience and ensured traffic to the shopping center where the brand's showroom is located.
- 26Advertising campaigns
- 104kUsers reached
- 30%Account growth
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