Case Study: How We Strategically Launched a New Portfolio Piece for our Interior Design Client
Client: Tailored Designs
Industry: Interior Design
Services: Social Media Strategy & Management
The Background
When Tailored Designs principal designer Sara Scott shared that her Fairview Project had been selected for publication in Queen City Magazine’s June issue, we saw more than just a press win. We saw potential. Editorial exclusivity meant we couldn’t share any of the imagery until the magazine hit newsstands. Instead of viewing that as a limitation, we turned it into a strategic advantage.
We began working with Sara in April 2025, and this early opportunity gave us time to build a thoughtful rollout plan that would amplify the feature and extend the project’s reach far beyond the pages of the magazine. With a refined aesthetic and a portfolio that includes high-end kitchens, bathrooms, laundry rooms, mudrooms, built-ins, and more, Tailored Designs needed a content strategy that felt just as polished and intentional as their work.
Our Strategy
Before partnering with Social Savvy HQ, Tailored Designs had never worked with a dedicated marketing team. Project photography would typically be posted to Instagram once the photos were back from the photographer, with little to no long-term content planning. While the visuals were always strong, there was no overarching strategy in place to support growth, drive traffic, or increase engagement in a consistent way.
Our approach for the Fairview launch was to treat the magazine feature not as a single post but as the center of a full-scale, multi-week campaign. Our goal was to build awareness, reinforce brand positioning, and drive traffic to the newly updated Fairview portfolio page on Tailored Designs’ website. We wanted to create a moment that felt intentional, exciting, and high-end, one that mirrored the level of detail and refinement Sara puts into her designs.
We spent the weeks leading up to the publication building out a content plan that would roll out across Instagram in phases. This included a mix of reels, carousels, before-and-after comparisons, stories, and narrative-led captions that told the story behind the space. We also made sure Sara’s website was fully updated and optimized to support incoming traffic from social.
The Rollout
When Queen City Magazine went live in June 2025, we launched the digital campaign that same week. We began with a high-impact reel that served as a visual highlight of the full project. This acted as a trailer of sorts, creating excitement and giving followers a preview of what was to come. From there, we took the audience on a room-by-room tour of the project, releasing new content daily. The rollout included a primary bathroom feature, an office moment (anchored by a bold chandelier), and curated details that told the story of the design in layers.
Reels played an important role in the campaign. While Sara hadn’t leaned into video content much prior to working with us, she had captured strong before photos, which we repurposed into before-and-after transitions. One reel also highlighted Tailored Designs’ rendering services, a key differentiator we wanted to spotlight for future clients.
Carousels were another major component of the rollout. We used them not just to showcase the visuals, but to break down each space with thoughtful, narrative captions. We led with the “after” images to preserve the beauty of the grid, then followed with the “before” or renderings to show the transformation.
The carousel featuring the office (despite having only one professional image) was a standout. We paired it with a behind-the-scenes photo of the chandelier and textured wallpaper, which led to a repost from the wallpaper brand’s account, significantly expanding the reach of that post.
We also created a dedicated Instagram highlight for the Fairview project. It served as a permanent place to house all of the related content: behind-the-scenes videos, story reshares, before-and-afters, and a direct link to the Queen City article. We refreshed the brand’s highlight covers during onboarding, so this new highlight aligned visually and gave us something to consistently refer back to in future posts.
Engagement Strategy
Alongside the content rollout, we implemented a more targeted engagement strategy. Our team handled daily community engagement across Tailored Designs’ account, liking, commenting, and replying to messages, but we also went a step further for this campaign. We added Queen City Magazine’s Instagram account to our favorites list to ensure we stayed up to date with their posts and could engage with the feature in real time. We also interacted with the brand partners, vendors, and collaborators involved in the Fairview project, increasing visibility and positioning Sara as a connected and respected voice in the local design scene.
This kind of intentional engagement allowed us to extend the campaign’s reach organically, without needing to rely on paid promotion. It also helped nurture past and potential clients by keeping Tailored Designs consistently top-of-feed.
The Results
(All metrics below reflect the performance of the Fairview campaign during the primary launch weeks)
Content Interactions: 856
Specific Engagement Metrics:
Total Views: 13,403
Total Likes: 496
Total Comments: 76
Shares: 27
Saves: 34
Top Performing Content:
“Full Project Reveal” Carousel [90 likes,5 saves, 8 shares, 15 comments]
“Office Chandelier” Carousel, Reposted by York Wallcoverings, [86 interactions]
“Full Project Walkthrough” Reel [1,093 views, 18 comments, and 4 shares]
While the exact metrics varied by post format, the campaign resulted in a noticeable increase in reach, engagement, and website traffic. The carousels outperformed other formats in terms of saves and shares, while the reels helped us reach new audiences and elevate Sara’s presence on video.
Key Takeaways
Launching a project strategically, especially when it coincides with a magazine feature, requires more than a pretty photo. It takes planning, a clear rollout, a variety of content formats, and intentional community building. The Fairview campaign proved that thoughtful storytelling, paired with beautiful design, is what truly drives momentum.
Are you an interior designer still relying on “post and pray” when it comes to sharing your projects? Stunning photos are essential, but without a strategy, you're leaving reach, engagement, and potential clients on the table.
Let’s change that.
Book a call with Social Savvy HQ and let us help you launch your next project with a strategy built to perform.