Social Media Management

Smallbone

Smallbone designs bespoke kitchens and handcrafted furniture in the UK, serving some of the world’s most prestigious developments and private residences.

The Challenge

Smallbone needed a high-impact, visually-driven digital presence across multiple social platforms. While they had an existing audience, their engagement was inconsistent, content lacked strategic direction, and paid advertising efforts were underperforming.

To maintain their luxury brand positioning and translate interest into business growth, they required a results-driven social media strategy that would:
✔ Strengthen brand identity
✔ Drive high-value engagement
✔ Convert interest into tangible business opportunities

The Solution

We implemented our 4-Step Approach to develop and execute an engaging marketing strategy across Instagram, Facebook, Pinterest, LinkedIn, and paid advertising content for Facebook and Instagram.

1. Brand & Audience Audit

I conducted an in-depth audit of Smallbone’s existing social channels, reviewing past performance, engagement rates, and audience demographics.

  • Researched competitors and industry benchmarks to position the brand effectively in the market.

  • Mapped out key themes and content pillars to establish brand consistency and ensure storytelling aligned with the client’s luxury identity.

  • Defined a tailored content strategy in 3 month increments

2. Content Creation & Visual Storytelling

I designed a content calendar with a balanced mix of high-quality visuals, engaging captions, and strategic call-to-actions with a consistent aesthetic across platforms.

  • Created a blend of static posts, carousels, video content, and interactive stories to enhance engagement and audience retention.

  • Defined a tailored content strategy in 3 month increments

  • Storytelling techniques were integrated into captions to humanise the brand and drive deeper connections with followers.

  • Hashtag and geo-targeting strategies were refined to attract the right audience.

3. Performance Optimisation

I then created high-converting ad campaigns across Facebook and Instagram to drive brand awareness and lead generation.

  • We A/B tested different ad creatives, copy variations, and audience segments to maximise ROI.

  • Lookalike and retargeting audiences were utilised to maximise ad efficiency.

  • Performance tracking tools were integrated to provide data-driven insights for ongoing campaign optimisation.

  • A combination of video ads, carousel ads, and static creative assets were leveraged to drive engagement and conversions.

4. The Results

By implementing this structured approach, Smallbone experienced:

  • Increased engagement rates across all social platforms

  • Higher quality leads generated through targeted paid ad campaigns

  • A cohesive brand presence with a luxury, high-end aesthetic

  • Improved organic reach and follower growth without reliance on vanity metrics

  • Enhanced brand credibility through authentic interactions.

Summary

At The New Projects, we don’t just post content—we create stories that sell. Our 4-Step Approach transformed Smallbone’s digital presence into a high-performing asset that attracts, engages, and converts the right audience.

Looking to elevate your brand’s social media strategy? Request a Quote to see how we can scale your digital presence.