Digital strategy and community management

Crucial Trading has been part of the Headlam Group, Europe’s leading floorcoverings distributor, for years. The business works with suppliers across the globe, manufacturing a diverse range of floorcovering products, with Crucial Trading specialising in rugs. Crucial Trading had a large following and a growing community but needed to enhance its online presence and build a wider, engaged audience in the luxury interior design market. Crucial’s Instagram page had a solid base. But, with the rise of Reels and paid social, they were looking for a partner to strategically support them in expanding their content on the platform and modernising their approach. They also had a Pinterest presence but this had not been actively managed in a while. Through targeted strategic planning and development, we have built an engaged and active community on Instagram, growing their audience significantly since 2022. We have also piloted Pinterest ad campaigns with great success and continue to grow the community there too.