Objectives

Henrybuilt's kitchen and whole house storage systems combine system design, made-to-order personalization, and impeccable craft-quality. This combination has positioned Henrybuilt as one of the top systems companies in the world.

The objectives for the Henrybuilt Instagram account are as follows:

• 1.Showcase the Henrybuilt system of products in real homes, rather than in a typical showroom environment
• 2.Illustrate the aesthetic flexibility of the company's product.
• 3.Communicate the caliber of projects that Henrybuilt is involved in, both to potential clients and to the design community.
• 4.Stay top of mind with potential clients during the sales process, in an automatic, unobtrusive way.
• 5.Strengthen the company's relationships with its trade partners.

Strategy and Execution

Henrybuilt's Instagram strategy centers on high-quality images taken at client's homes and its design and production facility in Seattle. The photos reinforce the tailored design work Henrybuilt provides, the flexibility of its system of products, and its impeccable craft quality. Additionally, video posts are used periodically to show how Henrybuilt's system of products work.

Results

Currently, Henrybuilt has over 11K followers, including notable members of the design community. Since it was launched, the Henrybuilt Instagram account has been instrumental in the company's business development efforts. By giving credit to the architects and designers Henrybuilt partners with in its posts, the company has strengthened its relationships and increased its repeat business.

The Henrybuilt sales group has found the Instagram account essential when closing long cycle business – it keeps Henrybuilt top of mind while reinforcing the design refinement and quality of Henrybuilt's product.

Media