The Brief

When Clearview approached us in October 2024, they were frustrated and underwhelmed by their current agency’s management of their marketing activity. 

A lack of proactiveness, inquisitiveness, and deep analysis of results was affecting performance and causing the company to miss opportunities.

The brief was simple: create high-quality, valuable content that converts. 

What did we do next? 

We began with a comprehensive onboarding session, followed by an in-depth audit of Clearview’s existing social media presence. 

This included benchmarking performance across platforms, analysing competitors, and identifying missed opportunities for engagement and growth.

From there, we developed a tailored social media strategy that focused on:

● Elevating content quality and consistency

● Increasing follower engagement and community growth

● Aligning social content with business objectives and campaigns

● Leveraging performance data to optimise creative and messaging

The social media activity

We leveraged key social media platforms, including Instagram, Facebook, and LinkedIn, with specific objectives to showcase the firm’s expertise and build trust. Our goal was to position Clearview as a leader within the home improvement and construction industry.

Creating expert-led content 

One of the key focus areas was expert-led content, curated to develop a sense of trust and authority amongst followers.

This included sharing tips and tricks based on frequently asked questions and trending user queries, such as “How to prevent mould and condensation in winter,” “How to clean your windows”, and “How to maximise natural light in the home.”

These posts took the form of animated graphics, interactive carousels, and reels, which we constantly tested to determine which performed best and optimised our strategy accordingly.

This sort of content appeals to homeowners who might not yet be on the buyer journey, capturing their attention during the problem phase by offering helpful solutions, and ultimately building trust as they move closer to the buying cycle.

By taking this approach, we’re not only addressing immediate needs but also fostering long-term brand growth by creating value early in the customer journey so that when users are ready to make a purchase, Clearview is already top-of-mind.

Case Study Content

Another key component of our social media activity involved creating high-quality case study content to showcase the standard of the client’s projects.

By creating project questionnaires designed to prompt detailed insights, monitoring the client’s tagged posts, and conducting our own research, we were able to factor regular case study content into the social media calendar. 

Such posts contained impressive, high-resolution images or engaging, well-edited short-form video content, posted with trending audio to further maximise reach.

Utilising imagery from the interior of the home, we could position audiences as the consumer, giving them an exclusive insight into how the product could integrate into their own space, creating a more authentic and aspirational experience.

Frequent content capture 

What truly set our approach apart from Clearview’s previous social media efforts was our commitment to ongoing content capture, documenting their products in real homes to deliver the most impactful and engaging content.

Working closely with the client, we devised a content capture brief that comprised a list of local projects we could capture.

During the quarterly visits, we obtained a variety of video content, including product finishes, installation details, styled interior shots,  B-roll, and customer testimonials. 

We would often align this with a visit to the client’s headquarters, to capture updated content of their showroom, as well as the warehouse shop floor, to film behind-the-scenes content of the manufacturing process, and showcase a range of employees.    

By undertaking regular content capture, we maximised video content across the client’s social media channels, driving engagement, such as comments and shares, and enhancing visibility through increased impressions and reach.

Integrating the wider activity 

An integral component of our social media strategy involved integrating the wider marketing activity within the content creation process.

Utilising insights from the ongoing PR campaigns, desk research, and client questionnaires, we created commentary-led social media content based on trending topics, such as “How to create an energy-efficient home,” “How to reduce condensation and mould in the home”, and “How to clean your windows.”

By integrating wider activities, including onsite content creation, reactive press monitoring and business news engagement, into our overall marketing strategy, we enhanced brand visibility, engaged our audience across multiple channels, and drove sustained growth and engagement beyond individual campaigns.