Inspiration is central to creating a one-of-a-kind outdoor living space. In the quest to inspire people to create amazing personalized outdoor spaces, we worked to start a revolution and demolish the status quo. By disrupting the decking industry through an unmatched combination of high-tech performance, style and design, TimberTech helps people challenge conventional wisdom about the possibilities of what a deck can be.
For social media, specifically on Instagram, it was essential to show consumers the latest design ideas, connect them with easy to use design services and offer a seemingly limitless number of design options, colors and innovative products that allow them to be inspired and rewarded with the deck of their dreams.
The social media strategy for TimberTech began with the idea of developing quality content, not simply more content. Posts abided by the following content strategy:
Key connection points
Content leveraging key connection point messaging tailored to platforms.
Always-on
Ongoing content to sustain awareness among core consumers.
Opportunistic
Taking part in relevant cultural conversations to showcase relevance and extend reach.
Curated
Sourcing and sharing UGC, branded content from publishers/partners and non-branded third-party content to showcase authority.
Instagram specifically revolved around aspiration and inspiration for the audience. Instagram’s role includes differentiating the brand, growing community and showcasing premium design. With TimberTech, the opportunity on Instagram was obvious: showcase amazing outdoor lifestyle moments. We used picturesque lifestyle imagery, often brought to life in unexpected ways, using cinemagraphs, gifs and videos to add motion and personality, drawing our audience in. Our voice matched this style and expanded on the inspirational theme by using an approachable, witty tone to further elevate our ideas.
Instagram inspiration posts delivered nearly 12.5MM reach, gaining 13% more reach per post than other 2020 social posts this year.
These post drove users to various design service and innovative product pages, ultimately delivering a $1.12 cost-per-click (24% below benchmark).
