RZN: from 6,000 to 85.5K followers and a digital channel that now leads sales
In 2016, RZN was a furniture and home-decor brand whose sales relied almost entirely on its physical showroom. The social media community stood below 6,000 followers and only 10% of sales came through ecommerce. That year we began working together with two clear objectives: build a real audience and shift the sales mix toward the digital channel.
The challenge
RZN had a strong product offering and a showroom that worked well, but its digital presence was limited. The challenge was twofold: grow a meaningful community from a very small base while making the digital channel a genuine driver of revenue.
- A social media community of only 6,000 followers and low brand visibility online.
- 90% of sales depended on the physical showroom, with little traction from ecommerce.
- A modest initial media budget, which required strict prioritization of every peso invested.
Our approach
We worked on two simultaneous fronts: building a genuine community around the brand's identity and activating the ecommerce channel with performance-oriented paid media.
- 01
Community and brand building
We developed a content strategy consistent with RZN's aesthetic and values to attract followers with genuine interest in the category. Growth from 6,000 to 85.5K followers was built steadily, month over month.
- 02
Activating the digital sales channel
We designed and ran conversion-focused paid campaigns, continuously refining audiences and creatives. The digital channel grew from 10% to 65% of total sales, and revenue in 2020 increased 50% over 2019.
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