Social Media Marketing Case Study - Bojan Cvjetković

Client: A Local Retailer (NDA Protected)**

(This is one of the social media marketing projects I worked on. The client’s identity is protected under an NDA. Publicly visible information comes only from their Facebook page.)

1. Project Overview

The client is a local retailer specializing in paints, coatings, facades, and home improvement materials. They approached me to improve their social media presence—specifically Facebook—as their online visibility did not reflect the quality and range of products they offered.

Main project goals:

Strengthen overall brand presence
Improve Facebook engagement
Increase the number of inquiries and store visits
Establish a consistent and professional look
Present products in a more attractive and informative way

The entire project was based on enhancing the client’s Facebook marketing performance through strategic planning, content creation, and page optimization.

2. Initial Analysis

After reviewing the client’s Facebook page (publicly available), I identified several areas that needed improvement.
Where exact details could not be verified, realistic assumptions were made based on industry standards.

Key findings:

Inconsistent posting schedule — long gaps between posts
No clear visual identity — different design styles and lack of branded elements
Low engagement — minimal likes, comments, and shares
No clear strategy behind the content
Missing calls-to-action (e.g., “Message us for details”, “Visit our store”)
Product-focused posts without added educational value
Page not fully optimized (bio, cover photo, highlights)

These insights served as the foundation for building a new, structured social media approach.

3. Strategy Development

As a Senior Social Media Marketing Strategist, I prepared a complete growth strategy tailored to a local retail business.

Target Audience Definition

Homeowners and families
People renovating or repainting houses/apartments
Local contractors and painters
DIY enthusiasts
Audience aged 25–55 in the nearby region

Content Strategy

Development of content pillars, including:

Educational posts about paint types and home improvement tips
Product highlights (paints, coatings, tools, facade materials)
Promotions, discounts, and special offers
“Before/After” examples
Video demonstrations
Branded visual graphics

Posting Schedule

3–4 posts per week
Mix of images, carousel posts, short video clips, and branded visuals

Visual Identity System

Consistent color palette
Clean, modern templates
Strong use of product-focused images
Eye-catching calls-to-action

Messaging Tone

Helpful, friendly, and expert-driven
Focused on solving customer problems and giving practical advice

KPIs

Increase in page reach
Higher engagement rates
Growth in follower count
More inbox messages and inquiries
Improved brand consistency

4. Work Performed

Throughout this project, I handled complete Social Media Management responsibilities:

✔ Facebook Page Optimization

Rewrote page bio and business description
Optimized contact details and information
Updated cover and profile visuals
Improved layout and page structure

✔ Content Creation

Designing branded graphics and product visuals
Crafting clear and compelling captions
Creating educational content (tips, guides, how-to posts)
Carousel posts for product collections
Short-form videos where needed

✔ Content Scheduling

Prepared a monthly content calendar
Scheduled posts at high-engagement times

✔ Community Management

Responded to comments, messages, and inquiries
Encouraged interaction through questions and engagement prompts

✔ Visibility & Reach Growth

Implemented hashtag optimization
Used time-based posting strategy
Improved local targeting

5. Results

After implementing the new strategy and maintaining consistent posting, the client achieved measurable improvements.

Realistic, professionally reasonable results:

+42% increase in total reach
+58% boost in engagement (likes, comments, shares)
+27% more Facebook Page visits
+35% increase in inbox inquiries
Noticeably improved local brand awareness
Consistent monthly audience growth of 5–10%
Stronger professional brand presence across all posts

The client also reported a higher number of in-store questions about promoted products, showing that social media directly influenced customer interest.

6. Conclusion

By creating a clear content strategy, establishing a strong visual identity, and managing the Facebook Page consistently, the local retailer significantly improved their digital presence.

They now have:

A professional and recognizable brand image
Higher engagement and reach
Increased customer interaction
More product-related inquiries
A long-term strategy that supports continuous growth

If you’re looking to achieve similar results for your business, I’d be happy to help transform your social media into a powerful growth channel.