Copy of Кейс Стекло хаус

Steklo House

Mirror & Glass Workshop in Chelyabinsk

Client Overview

Steklo House (formerly "Viten") is a mirror and glass workshop that has been operating for over 15 years. However, the company had never developed a marketing strategy, its name was outdated, and both its website and social media had been dormant for several years. Clients came exclusively through word of mouth. That's why we took a comprehensive approach to the project — with social media as the primary promotion channel.

Objectives:

Develop a comprehensive marketing strategy
Activate all promotion channels
Increase brand awareness

Target Audience:

Interior designers
Buyers of a new home or apartment (or homeowners doing major renovations)
One-time clients (a broken mirror, a cracked window, etc.)

Results (Interim):

100+ leads per month at an average cost of $0.7
1,000+ new blog followers
Retained revenue and audience during the transition from Instagram to VKontakte

On the very first day of Instagram* being blocked and our migration to VKontakte, we received 2 leads — one of which placed an order worth $140. And that was before we had even started promoting on VKontakte.

Rebranding
At the start of the project, we changed the company's name from the outdated "Viten" to the modern Steklo House. We redesigned the brand's visual identity and style. This immediately helped us boost audience loyalty.

Activating All Digital Resources
At the start, we needed to identify and compile a list of the main channels through which potential clients search for a workshop. We identified the following:

- Online maps: 2GIS, Google Maps, and Yandex.Maps
- A brand-new website built from scratch: https://steklo.house/
- Social media. Initially the primary channel was Instagram*, now it's VKontakte.

Profile Revamp
The first step was reworking the Instagram* page. After the rebranding, we completely changed the company description and the visual style of the page. As a result, the workshop's page began to look more modern and inspired greater trust.

Promotion Channels
The main promotion channels used in this project were:

- Bloggers (opinion leaders)
- Targeted advertising

Additionally, targeted advertising brought us over 1,000 new Instagram followers. We weren't running a follower-growth campaign — these were clients who left leads.

Boosting Engagement
Since most of our followers are interior designers — professionals who come to the company for flawlessly executed work — engagement with posts and stories was, unfortunately, minimal. So we developed and tested several content formats designed to draw the audience into a dialogue with the company.

The most successful format was "Where Would You Hang This?", where we posted unusual mirror designs and asked the audience where they thought this "masterpiece" should go.

Crisis, Channel Closure & Migration
When we started working on the Instagram* page, we decided to simultaneously create a VKontakte group, fill it with content, and duplicate posts — but not promote it (since the client wasn't allocating additional budget for that). When targeted advertising on Instagram* was shut down, our primary promotion channel became less effective. So we immediately began actively inviting our audience to the VKontakte group.

As a result, on the very first day of the block and migration, we received 2 leads — one of which placed an order worth $140. And that was before we had even started promoting on VKontakte. In the first month after the migration, over 200 users joined the group.

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