• Content marketing
  • Social media
  • Newsletters
  • Copywriting
  • Graphic design

The Brief

Herringbone is a store that specialises in imported handwoven rugs, hand selected from regions in India, the Karoo and beyond. They have a shop in Hout Bay, Cape Town, and an online store at In May 2015 they approached us for help with content marketing, in particular social media, newsletters and copywriting for the web. Their key success metrics were building their online presence, growing the brand’s reputation, nurturing and developing their community of customers and clients, and driving sales, both online and in store.

Our Solution

After working on a brand positioning for Herringbone, we developed their content strategy and began roll-out in June 2015. We took over their Facebook page, started an Instagram account and designed regular newsletters to promote both their beautiful products and their brand ethos of high-quality rugs, hand-sourced from family-run businesses.

Our content strategy works around equal parts sales and marketing content and industry news designed to inspire and inform Herringbone’s audience.Their key audience is made up of a B2C base of individual shoppers usually buying rugs to decorate their homes and a B2B database of interior designers sourcing decor items for their clients, in both a commercial and residential space. Our content pillars focus on showcasing their gorgeous designs, their organic and high-quality materials, their travels abroad sourcing products from local craftsmen, and industry home decor and interior design trends as well as styling tips.

Ultimately, the social pages have seen steady growth and the the newsletters have upped their sales to show fantastic ROI. We have also worked on various graphic design elements, both digital and print, bridging the gap between their physical brand presence and online experience.

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