Key Objectives
Grow Awareness for Newly Established Flooring Brand
Create Cohesive, Multi-Channel Social Media Marketing Program
Identify, Engage, and Nurture Social Media Audience
Deliver Valuable & Actionable Content to Social Followers
The Project Background
LIFECORE Flooring, a brand new line of engineered hardwoods, engaged Captivate to use our Search First® approach to help bring its brand to market digitally. Starting from the ground-up, we designed and developed a custom WordPress website to showcase LIFECORE’s beautiful products and to highlight its brand promise of being a leader in healthy hardwood flooring.
After the Search First® website launched, we then deployed a content and social media marketing strategy focused on creating brand awareness and consumer demand for its emerging product line.
To strategize, we executed a thorough competitive analysis that identified Facebook, Instagram, and Pinterest as key platforms to launch LIFECORE’s organic and paid social media activities. We leveraged consumer research, design industry trends, high-quality brand photography, and informational blog content to execute a thoughtful go-to-market strategy across all three social platforms.
The Project Challenge
With no social footprint, LIFECORE was starting from zero when it came to a social following. Captivate needed to create engaging visual content that would compel users to follow and interact with the new hardwood flooring brand. Moreover, initial product photography was limited, meaning we had to think outside of the box on how to bring the brand to life.
Cutting through the piles of interior design and home inspiration content on social media presented another challenge for LIFECORE. How does a flooring brand stand out to users when there are countless other brands and accounts vying for their attention? The team needed to consider what would make LIFECORE compelling enough to follow.
Key Issues
Lack of Social Media Presence
Niche Target Audience
Limited Brand Creative Assets
Competitive Content Saturation
The ROI Focused Solution
Through intentional and methodical social media strategy, Captivate launched an effective social program consisting of a mix of paid and organic content to grow LIFECORE’s social following, all while delivering content that kept our new audiences engaging with our posts.
By crafting creative calls to action to gather user-generated content, to highlighting LIFECORE’s commitment to healthy living, the team was able to break through cluttered feeds to win the attention of users on Pinterest, Instagram, and Facebook.
The Results
Captivate has helped LIFECORE Flooring create a vibrant brand presence across all of its social media channels with creative content that has generated millions of impressions and hundreds of thousands of engagements.
6.3%
Overall
Instagram Engagement Rate
LIFECORE Instagram followers exceeded industry engagement averages of 1%-5%.
$0.05
Average
Facebook Advertising Cost Per Engagement
Facebook paid social campaigns garnered incredibly affordable CPE rates.
165k
Total
Facebook Post Engagements
Our Facebook posts generated a 610,741% increase in platform engagements.
1.5+
Million
Facebook Impressions
Organic and Paid social campaigns netted over 1.5 million user impressions.
16,500
Increase
Facebook Page Likes
Starting from the ground up, Captivate was able to grow a substantial Facebook audience.
2.48M
Total
Pinterest Impressions
Through engaging Pin content, LIFECORE generated millions of impressions in 2022 alone.
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