Online communication for vinyl rugs
Hidraulik is a leading brand in the interior decor sector and the first in Spain to introduce a new product category: vinyl rugs. As Hidraulik did not have a team, they were looking for an external vision capable of providing perspective and support in making more strategic decisions. My work as a consultant has included the review of the product portfolio, its display in stores, the revamping of their communication and finding new sales channels.
Branding:
Huaman Studio
Team
Photography:
Anel Gonzalez
Photo editing:
Xaime Aneiros
Web developer:
Creativados
Services
Client
1. Communication strategy
The communication strategy is based primarily on creating content in different directions. One, by highlighting the characteristics of the new material, in a very graphic, direct and visual way, highlighting the benefits of the product, bringing it closer to the user and its roles around the house.
Two, by creating images of the product placed in different rooms, environments and styles are developed through photographic retouching. The aim is to showcase its versatility and give interior design ideas.
2. New ecommerce
The updating design of the brand and its communication led to insights that sped up the process of creating a new ecommerce to better meet the needs of the clients.
The key point of improvement was understanding their main request to find their ideal product faster.
highlight the product's image.
provide a size guide to choose the right product dimensions.
sort the products by style or typology.
filter by size, color or price to help in the product search.
explain the benefits of the innovative material, as well as its maintenance and cleaning.
Choosing a rug in terms of size, proportion and placement is often the user's biggest obstacle when buying online.
At this stage, photographic retouching was key.
Through the creation of more than 200 product images set in different rooms and styles, we wanted to answer the most frequently asked questions by users:
How will the rug look in the living room? Where to place the rug in the kitchen? And will it fit in the bedroom?
3. Instagram as the main sales channel
A solid social media strategy was an essential component to the success of the company.
As content curator for the brand, I focussed on 3 areas:
trends in interior design.
photos of Barcelona's modernist architecture, which is the main source of inspiration for the brand.
user-generated images of the products.
This third point turned out to be runaway biggest success as it gave us the possibility to showcase the products in real situations, either organic or from influencers, through a program we set up.
There were also giveaways and other promotions sprinkled over the year.
As a result, we see around 30% of web traffic being redirected from Instagram, while collaborations with influencers are reflected in peaks in visitors and sales. Instagram is also consolidated as a channel of customer service, answering questions and providing advice to clients.
