// home — Case studies — designboom
[ content strategy ]
[ social media ]
Timeline: November 2025 — present
Platforms: Instagram, VK, Telegram, YouTube, Yandex Dzen, TikTok, Threads, Pinterest
Platforms: Instagram, VK, Telegram, YouTube, Yandex Dzen, TikTok, Threads, Pinterest
BRANDS AT DESIGNBOOM:
home goods & interior
// CLIENT
DesignBoom is an online store of designer home goods and interior items with a 15-year history and a showroom at Artplay, Moscow.
Over 10,000 products (furniture, tableware, lighting, textiles, decor) from Russian and international brands: Seletti, Smeg, KeepCup, Tkano, Doiy and others.
Over 10,000 products (furniture, tableware, lighting, textiles, decor) from Russian and international brands: Seletti, Smeg, KeepCup, Tkano, Doiy and others.
// TASK
DesignBoom had a large audience and a strong range, but the content looked like a catalog: product, caption, link. Posts like that don’t reach beyond followers, and paid ads in the niche are expensive.
Our task was to turn social media into a source of organic reach and website traffic, and to build a recognisable brand voice across 8 platforms.
Our task was to turn social media into a source of organic reach and website traffic, and to build a recognisable brand voice across 8 platforms.
// SOLUTION
Designed for shares. Sending a post to a friend is now the strongest signal for algorithms and the main source of new audiences. Every format was built around one question: “who will people send this to?”
Our own formats instead of borrowed trends. “Sofa for Katya vs Ekaterina” comparisons, team experiments, expert carousels on choosing things for the home, honest answers to awkward questions about prices and production — and even an AI animated series, “Korni Jokes”, starring DesignBoom kitchenware.
The customer’s voice — UGC. A brand can talk about its products all day, but people trust those who use them. We brought in home, interior and food creators, so the account got native content from the customer’s point of view.
A different logic for each platform. Reels and carousels on Instagram, discussions on Threads that move people to Telegram, picks and polls on Telegram, product pins linking to the site on Pinterest, expert articles on Yandex Dzen.
Our own formats instead of borrowed trends. “Sofa for Katya vs Ekaterina” comparisons, team experiments, expert carousels on choosing things for the home, honest answers to awkward questions about prices and production — and even an AI animated series, “Korni Jokes”, starring DesignBoom kitchenware.
The customer’s voice — UGC. A brand can talk about its products all day, but people trust those who use them. We brought in home, interior and food creators, so the account got native content from the customer’s point of view.
A different logic for each platform. Reels and carousels on Instagram, discussions on Threads that move people to Telegram, picks and polls on Telegram, product pins linking to the site on Pinterest, expert articles on Yandex Dzen.
// WHAT WE DID
- Content strategy and planning
- Refreshed visual language and account identity
- Content production: Reels, carousels, static posts, Stories, articles, Threads
- Brand voice and tone of communication
- UGC creators and collab posts
- 8 platforms: Instagram, VK, Telegram, YouTube, Yandex Dzen, TikTok, Threads, Pinterest
- AI content
- Performance analytics and strategy iterations
// THE FORMATS THAT STOPPED PEOPLE SEEING DESIGNBOOM AS A CATALOG
Case: “The New Year glass experiment”
We poured the same prosecco into different glasses and asked the team to compare the taste. Everyone was sure they were drinking different wines. The video worked because everyone wants to test it themselves — and sends it to whoever they’re celebrating New Year with. It also touched a real insight: glass shape does change how a drink tastes.
The “Experiment” format
We take a product from the catalog, build a test around it and invite the DesignBoom team. No script, no retakes — only real reactions. Viewers test themselves along with the team, so they watch to the end. The format became a series: speed table-setting, “2016 or 2026”, “AI or the real object”.
Result:
373K views
16K shares, 2× more than likes
9.1K likes · 183 comments · 1.2K saves
373K views
16K shares, 2× more than likes
9.1K likes · 183 comments · 1.2K saves
Case: “A sofa for Katya vs a sofa for Ekaterina”
One slide, two sofas, no sales copy. The post spread through DMs: people tagged friends and wrote “this is you”.
The “Sofa for…” format
Two similar items and two names — the casual “Katya” and the formal “Ekaterina”. The product becomes the hook, and people recognise themselves or a friend. The mechanic is simple and works with any product in the catalog.
Result:
599K views, the account’s best post
of the year
47.5K shares, 5× more than likes
9.2K likes · 984 saves ·
2,719 profile actions
Part two got 372K views and 10.4K shares.
599K views, the account’s best post
of the year
47.5K shares, 5× more than likes
9.2K likes · 984 saves ·
2,719 profile actions
Part two got 372K views and 10.4K shares.
// format
Expert carousels
How to choose things for your home: cookware coatings, fabrics, fillings. People save these carousels to check before buying — and come back for the product.
9 slides: non-stick vs ceramic, pros, cons, lifespan
6 slides: composition, Martindale test, pilling, care
6 slides: back, armrests, filling
5 slides: what not to wash, and what needs a wash
// RESULTS
Steady growth across all key metrics since November 2025. Below are the peak 30 days (December 2025 — January 2026):
// peak 30 days
1,037,618
views in 30 days, zero ad spend
23×
more accounts reached than in the previous 30 days
97.5%
of 137,952 interactions came from non-followers
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