The Steel Gallery

Case Study: The Steel Gallery

Key Results

11,000+

Followers on Facebook & Instagram

450%

YOY increase in organic reach

Key Results

11,000+

Followers on Facebook & Instagram

450%

YOY increase in organic reach

CLIENT

The Steel Gallery

SERVICE

Social Media Management

INDUSTRY

Home & Garden

WEBSITE

CLIENT

The Steel Gallery

SERVICE

Social Media Management

INDUSTRY

Home & Garden

WEBSITE

The Brief

The Steel Gallery, a longstanding client of OCPR since their inception in 2021, required a robust social media management strategy to build a strong online presence and drive sales. Given the challenges of content creation for large, made-to-order products, we needed to leverage user-generated content (UGC), active customer relationship management (CRM), and a strategic blend of organic and paid social activities to achieve their goals.

KPIs

Follower Growth

Engagement Rates

Lead Generation

Conversion Rates from Social Media

THE CHALLENGES

Content Creation: Creating content around The Steel Gallery’s products is challenging due to the size and weight of the items, making it difficult to ship and set up for professional content shoots. Customer Engagement: With a significant number of comments and messages across social media platforms, managing and responding to these interactions efficiently was crucial to turning inquiries into leads. Audience Building: Building and maintaining a strong social media presence while ensuring high engagement and conversion rates required a well-coordinated strategy combining organic and paid efforts.

THE WORK

Encouraging UGC: We focused on encouraging high-quality user-generated content from customers who wanted to showcase their beautifully decorated homes and gardens with TSG products. This UGC was repurposed for social media posts, which not only highlighted the products in real-life settings but also built trust and engagement with potential customers.

Active CRM: We maintained a very active CRM approach, responding promptly to the significant number of comments and messages TSG received across Facebook and Instagram. This proactive engagement helped convert many inquiries into leads and demonstrated exceptional customer service.

Paid Social Strategy: We supplemented organic social media activity with targeted paid social campaigns. Our strategy included:

Audience Building: We built custom audiences and lookalike audiences of engagers and purchasers to retarget through Facebook Ads, driving conversions.
Boosting Organic Posts: By boosting high-performing organic posts, we generated significant engagement and extended the reach of our content.
Prospecting: We targeted lookalike audiences to prospect new customers, increasing brand awareness and driving traffic to TSG’s website.

Showcasing TSG’s Capabilities: Through beautifully curated posts, we showcased The Steel Gallery’s products and bespoke manufacturing capabilities. This approach reassured potential customers and facilitated their purchase decisions by highlighting the quality and craftsmanship of TSG’s offerings.

THE RESULTS

Follower Growth: The Steel Gallery now boasts over 11,000 followers across Facebook and Instagram, thanks to our effective social media management strategies.

Strong Engagement: Our content consistently receives high engagement rates, reflecting the success of our UGC and paid social strategies.

High-Value Leads: The combination of active CRM and targeted paid campaigns has generated a high volume of high-value leads, contributing significantly to TSG’s sales and business growth.

Four years after launching, The Steel Gallery continues to thrive, with a robust social media presence that drives engagement, builds community, and generates valuable leads. Our partnership has proven instrumental in their sustained success, and we look forward to continuing our collaborative efforts.

OCPR have been an indispensable partner of The Steel Gallery right from the inception of our brand. They’ve really helped us stand out in a crowded marketplace, and have been instrumental in propelling The Steel Gallery to market leader only 18 months after the company was created. Our social media presence, social PPC, Google PPC, and graphic design (including our branding), is all managed by OCPR and the results speak for themselves as we continue to grow our sales exponentially.

2025 Northern Digital Award Winners - OCPR x The Steel Gallery

We are extremely proud to have been recognised, and announced as winners of the 2025 Northern Digital Awards for Best Home & Garden Campaign, which is testament to the 3+ years of hard work by our team in growing The Steel Gallery’s online presence from the ground up across multiple different service areas.

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RECENT SUCCESS STORIES

Social Media Management