Project Showcase

Instagram Growth Engine: Duende's Growth

Goal

Improve Instagram visibility and on-platform actions with a cleaner profile and a repeatable content system.

Timeframe

1 March 2025 to 14 July 2025

Challenge

Posting was inconsistent and there was no proper content testing workflow. Postings were scattered and Asana was not integrated for smooth collaboration.

Actions

1. Audit and setup

Reviewed past posts, notes, and Insights to identify patterns. Rebuilt the content tracker and project sheets, and connected the workflow in Asana.

2. Profile hygiene

Reorganized and re-covered Highlights, refined the bio, simplified the link in bio, and refreshed grid thumbnails to present a premium, consistent profile.

3. Testing program

Ran a weekly single-variable plan across format, hook, caption, link placement, and posting time. Standardized posting windows using audience activity in Instagram Insights.

4. Content system

Turned photoshoot material into a labeled, searchable library. Created a monthly planner for Instagram, Facebook, and YouTube, plus a project-level tracker to keep assets and status clear.

5. Engagement and conversion

Maintained a daily engagement routine with timely replies, relevant tags, and clear alt text. Used ManyChat keyword auto-replies to keep conversions in-app and strengthen relationships with brands and creators.

Results (Instagram only, Meta Business Suite)

• Views: 1,721,795 (+46.6%)

• Reach: 847,873 (+26.3%)

• Content interactions: 135,063 (+8.6%)

• Profile visits: 22,544 (+40.9%)

Post examples

• Lippan Art: strong non-follower discovery with high interactions.

• False Ceiling: trend-contextualized reel that reached a large non-follower audience.

• Folding Desk: utility-driven reel that generated saves and forwards.

Takeaways

Small tests and consistent cadence improved discovery and profile actions. Trend-led project reels and interactive site-visit stories performed best. For conversions, Stories, DMs, and focused bio links outperformed feed link-outs.

Tools

Meta Business Suite and Instagram Insights, Google Sheets, Google Drive for asset management, Asana for task management, ManyChat for automated replies, Canva

Local Discovery Uplift of Duende Designs

Goal

Improve local discovery and credibility on Google so more prospects find the studio from Search and Maps.

Timeframe

March to July 2025

Challenge

The Google Business Profile was under-optimised and inconsistently maintained. Categories, descriptions, visuals, and updates did not reflect current work or priority keywords.

Actions

1. Category and Copy Alignment

Chose the most accurate primary category, kept only relevant secondary categories, and rewrote the description with priority keywords that match real queries. Ensured services mapped cleanly to categories.

2. Visual Refresh

Uploaded recent project photos and short clips from photoshoots, set a stronger cover image, and scheduled regular photo updates to signal recency and quality.

3. Reviews and Responses

Encouraged appropriate reviews and replied quickly with concise, helpful responses to build trust and improve engagement signals.

4. Listing hygiene across the web

Audited NAP details and keywords; updated Homify and Houzz profiles and kept project albums current. Tracked status in a Google Sheet for consistency.

5. Maintenance Routine

Posted periodic Google Updates, checked Insights monthly, and adjusted copy or visuals when performance dipped.

Results (Google Business Profile, Apr–Jul 2025)

• Total profile views: 8,033 (+56.6%)

• Where views came from: 74% Google Search on mobile (5,924), 17% Search on desktop (1,395), 7% Maps on mobile (534), 2% Maps on desktop (180)

• Searches showing the profile: 4,039 (+188.7%)

Top queries included “design,” “best interior designers in pune,” and “interior designers in pune.”

Takeaways

Accurate categories and current visuals materially improved discovery. Regular updates and timely review replies helped sustain visibility. Consistent NAP and keywords across Homify and Houzz supported the uplift seen in GBP Performance.

Tools

Google Business Profile, Google Keyword Planner, Semrush, Google Photos, Google Sheets for keyword and listing tracking.

Listings managed: Homify, Houzz

Earned Media and Partnerships

Goal

Win credible features and partner posts to elevate authority and widen organic discovery.

Timeframe

March to July 2025

Challenge

Great project visuals, but outreach was ad hoc. Editors lacked a single source for assets. Follow-ups were inconsistent and timing rarely matched the content calendar. No unified sheet existed for publication contacts or budget tracking.

Actions

1. Prospect Research with a Tracker Sheet

Built an organised Google Sheet of target magazines and collaborators with contacts, status, and a simple budget log.

2. Media Kit and Asset Packs

Produced a compact kit with bio, awards line, brand marks, curated project images, first-draft write-ups with SEO keywords, and posting guidelines to reduce back-and-forth.

3. Email Campaign Set-Up

Sent the initial pitch to 32 editors, then two focused follow-ups to the most relevant contacts. Engagement was consistent on every wave and drove asset views.

4. Timely follow-ups and fast handoffs

Used calendar reminders, varied subject lines, and closed the loop quickly once a feature was accepted.

5. Co-posting and Verification

Aligned captions, tags, and go-live windows with the Instagram schedule. Kept Homify and Houzz project albums current so editors could validate work instantly.

6. Podcast outreach and prep — Pitched and recorded a guest episode; briefing doc and cross-post plan ready. (Release pending)

Outcomes

• Secured selected features and partner posts, including placements with design publications such as Architecture + Design, The Architect’s Diary, and Volume Zero.

• Publication dates aligned with noticeable bumps in social discovery and profile actions.

• Editor response time improved once the media kit and shared drive were in place.

Takeaways

Clear assets plus a respectful, timed sequence outperform single cold emails. Coordinating partner posts with the content calendar amplifies reach. Consistent third-party listings help editors verify quality quickly.

Tools

Brevo (Email Campaign), Google Sheets & Docs, Google Drive, and Instagram.

Listings Managed: Homify, Houzz.