15x+ ROAS. On Instagram. For a furniture brand.
Sillabout makes well designed, considered chairs built for every space — homes, offices, restaurants, hotels, auditoriums, outdoor settings, executive spaces and more.
They had the quality and the story. Our job was to find the right buyers and build a process that converted them.
We started by understanding what the actual buyer cared about. The category was crowded with similar looking options at similar price points. We looked at where Sillabout genuinely stood apart. The craft, the longevity, the 20+ years of experience in commercial and hospitality projects. We built the positioning around that.
For B2B, most brands in this space were on LinkedIn. We had a different view. We tested Instagram for B2B lead generation and it worked. The buyers were there. Nobody else was talking to them.
We tested both website sales and lead generation together. Lead generation showed stronger early traction, so we shifted focus, tightened the targeting and started filtering for quality. We also built the sales process alongside the marketing, helping the team improve how they converted enquiries into orders.
We built the full content ecosystem. Product photography, lifestyle imagery, AI generated room visuals showing the chairs in context, product reels, more playful reels to humanise the brand, ad creatives for both B2C and B2B audiences and brochures for the B2B sales team to use in conversations.
We also built their website on Beaze, designed to serve both a homeowner browsing for their living room and a procurement manager sourcing for a commercial project.
Marketing backed by Behavioural Science. Mumbai, India.