The Challenge:
Osborne & Little, a leader in luxury interiors, had a long-standing reputation for exquisite design and craftsmanship. However, maintaining a consistent social media presence alongside traditional marketing efforts (such as print advertising and showrooms) became a challenge for their in-house team.
Despite having been an early adopter of Instagram, their competitors were now leveraging algorithm-driven strategies to increase reach and engagement. Osborne & Little, on the other hand, focused primarily on aesthetic consistency, adhering strictly to brand identity rather than optimising for discovery and engagement.
Additionally, customer segmentation across UK trade, international export, and direct-to-consumer audiences wasn’t being fully leveraged in content strategy, meaning valuable opportunities for targeted engagement were being missed.
They needed:
✔ A consistent, strategic social media presence without disrupting their existing marketing operations.
✔ A clear approach to audience segmentation to ensure content resonated with different customer groups.
✔ Tangible results—showing that social media efforts were driving engagement, website traffic, and showroom interest.
The Solution:
Over the course of a year-long collaboration, I worked almost full-time with Osborne & Little to implement a tailored organic social media strategy that balanced brand identity with platform optimisation.
✅ Community Engagement First: Focused on organic engagement through comments, DMs, and trade account support, rather than relying on paid tools.
✅ Maximising Platform Features:
Introduced Instagram Stories, Instagram Live, and Reels with trending sounds to increase engagement.
Changed Pinterest scheduling strategy to stagger content instead of bulk-uploading, improving algorithm performance.
Segmented email lists to ensure relevant content reached UK, US, and international audiences, as well as trade vs. direct-to-consumer buyers.
✅ Brand-Aligned Growth: Expanded brand guidelines to allow more flexibility in content that resonated with different audience segments while maintaining Osborne & Little’s signature aesthetic.
✅ Performance Tracking & Education: Helped the internal team understand key social media metrics, distinguishing between vanity metrics and actionable insights.
The Results:
In the first 4 months, these optimisations led to significant organic growth across multiple platforms:
🔹 184.16% increase in website traffic from Instagram
🔹 86.08% increase in Instagram reach
🔹 22.83% increase in Instagram engagement
🔹 8.36% increase in Instagram following
🔹 56.53% increase in Pinterest impressions
🔹 63.14% increase in Pinterest engagements
🔹 4.53% increase in website visits from one launch month to another
🔹 Email open rates improved from 35.9% to 39.75%
Beyond the numbers, Osborne & Little’s team felt more confident in their social media strategy—understanding which metrics mattered most and how social media could be leveraged to complement sales, customer service, and showroom efforts.
By refining their approach and ensuring strategic consistency across email, Instagram, and Pinterest, Osborne & Little successfully expanded their digital reach without compromising their brand identity.
Crafting a luxury brand’s digital presence takes more than just aesthetics—it takes strategy, audience understanding, and a system that works in harmony with existing marketing efforts. If you want to refine your social media approach while staying true to your brand’s identity, let’s talk.
👉 Let’s Build a Strategy That Fits – Drop me a message and let’s shape your marketing to work smarter, not harder.
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