VERONICA RUFRANO
Social media and content strategy for design-driven brandsSan Franisco Bay Area
In this concept project, I created a 4-week organic Instagram campaign created for clé tile's Zellige collection. The campaign was designed to reintroduce the collection, address customer confusion about natural variation, and drive consideration among design-conscious homeowners and interior designers.
Customer feedback of the Zellige collection revealed confusion and concern about shade variation, pits, chips, and tonal shifts, creating hesitation at the point of purchase. The challenge was to reframe these "imperfections" as intentional artistry while educating customers on what to expect, all within an organic Instagram strategy.
I developed a 4-week messaging arc that mirrored the customer journey. The campaign included feed post concepts addressing customer concerns directly and educational story sequences explaining the handmade process. Content was designed to be immediately executable using clé's existing product photography, with KPIs focused on engagement rather than direct conversion, recognizing tile’s long purchase cycle.