THE CASE

FOR MOVEMENT

An Instagram Strategy That Engages (and Moves) with Style

Hightower’s beautiful furnishings make for some of the most sophisticated looking offices in the country, but despite the high style, they lacked high numbers of followers on social media.

HackerAgency and Hightower kicked off their partnership with a goal to double Instagram followers using a two-fold strategy focused on the use of programmatic media buying of sponsored posts targeted towards design enthusiasts and using agile methodologies to bring more collaboration, cohesion, and velocity to their Instagram content calendar. This campaign also includes supporting the launch of Hightower’s new fall line, Elemental, that includes collaborations with Design Milk.

CLIENT
Hightower

INDUSTRY
Workplace Furniture

AUDIENCE
B2C + B2B

WORK
Strategy
Social Media
Video

FINDING FOLLOWERS

When your thumb is on the wave of an Instagram scroll, what makes you stop? In 2019, it’s movement—videos. So, for a paid Instagram ad for Hightower, we wanted to make sure that there was immediate—and interesting—movement by way of a video. We wanted to show how the people of Hightower love their work, so you can love your workspace.

What this video did for Hightower was show that the brilliance of their furniture comes from caring about their work. Caring about design is what resonates between a B2B and B2C audience. In this case, finding common ground means finding followers.