A social experiment

Family run business The Traditional Verandah Company wanted to capitalise on its participation in a Chelsea Flower Show garden to increase web traffic and project enquiries. It was an ideal opportunity to trial paid social media and the results, from a modest budget, were spectacular. 

Operating for over 20 years, The Traditional Verandah Company sells bespoke outdoor aluminium structures handmade in Britain. With quality and attention to detail at its core, the company’s product range includes verandahs, gazebos, porches and carports. Previously, its promotion was primarily print advertisements in consumer publications, combined with an ongoing PPC campaign.  

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The Challenge

We were tasked with demonstrating the full potential of social media advertising, highlighting the use of the client’s tailor-made verandah in the centre piece of the Savills show garden at the 2023 Chelsea Flower Show. Being the client’s first foray into social media promotion, our strategy needed to prove the impact of an effective paid social campaign. 

The Solution

We suggested running four Meta ads across Facebook and Instagram before, during and after Chelsea week to fully leverage the buzz surrounding the renowned annual event.  

Key to making this cost-effective campaign a success were two things. One, highly focussed audience targeting to make sure we were reaching the right people. Two, engaging copy to make those who may have never heard of the client, interested in its story and product.

Employing some PR nous, we found the hook. This was the first ever Chelsea show garden to include a working kitchen, and our client’s verandah – covering the outdoor cooking area – was a crucial ingredient.   

The Delivery

We ran the ads consecutively throughout May and June, applying learnings from each ad to the next, adjusting our strategy along the way to maximise results. And we did just that. 

Over the two month campaign, the reach of the client’s Facebook and Instagram pages skyrocketed, and their Instagram followers doubled. Website traffic was a key metric and we achieved a 400% year-on-year increase in website users across May and June, with 87% of website users in this period referred from social media.  

The client saw over a 70% increase in conversions on the website as well as a marked uptick in direct enquiries. If the exposure achieved and interest in the client’s offer generated because of this campaign doesn’t make clear the case for social media advertising, we don’t know what will.   

I’ve never seen a reaction like this. We’ve been using print advertisements for years, but we’ve been blown away by the response to this social media campaign. We will definitely be putting more of our budget behind this sort of advertising from now on.

Georgina Sykes, Managing Director, The Traditional Verandah Company

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