Oxenwood designs luxury, bespoke furniture for discerning clients. This means that the aspirational RHS Chelsea Flower Show is a pivotal event in the company’s calendar.

Prior to Chelsea 2020, we had purely handled the PR and media relations for the company to raise its profile and secure media coverage.

When the show was cancelled, Oxenwood asked Honest Communications to take over its Instagram account for the week.

The aim of our week-long takeover was to:

• Elevate the profile
• Grow the follower numbers
• Improve engagement to try to maximise any missed opportunities from the cancelled show

Activity throughout the week was varied yet targeted. It included:

• Analysis of previous activity to see what the audience responded best to
• Increasing post frequency both on the grid and in stories
• Researching the most topical and relevant hashtags to use each day
• Responding to inbound messages and comments
• Engaging with new followers
• Identifying key profiles to connect with and commenting on their posts and sharing their content
• Approaching key media profiles such as Homes and Gardens, The Sunday Times Home, and Gardens and Architect, to share Oxenwood’s content and to secure tagged posts on their feeds using Oxenwood’s photography. These profiles had a combined Instagram following of 481,000!

In one week we achieved…

• 569 new followers
• 194% follower increase
• Secured placement for reaching 481,000 followers
• 324 likes