Since we are promoting the service visual (design -project of a house or apartment), then in the content the main emphasis, of course, is on the visual: juicy and detailed tenders from Lana's portfolio.
We came up with the author's heading "#brick madness" in which we collect unusual and funny examples of brick buildings and art objects.
We brought thematic topics that are important for the customer and his hashtags (about 20 hashtags in total).
We selected several global audiences for paid targeted advertising: these are people with interests in real estate, owners of construction companies, people with high incomes (and, of course, suitable for geolocation).
In targeted advertising, it is most effective (with the cost of the application less than 1000 rubles) showed direct lead generation through the Lid form on Instagram story. We used the simplest lead magnet: the pdf portfolio of the architect.
Although our goal was mainly to attract customers, rather than promoting the profile as such, we managed to gain an involved and geo-targeted audience (Vladivostok and Primorsky Krai). Of course, the majority of subscribers do not bring orders, but work as brand advocates , creating activity.
The most important (even necessary!) condition for successful promotion Is a person. In social networks, subscribers want to read a living person, not a soulless LLC. Therefore, all posts are in the first person, despite the fact that business is being promoted, and not just a personal brand.
PS Some of the numbers in the case description have been changed. The essence remains the same.