Jayson Home
is a staple in the Chicago interior design community established in 1997 first as a brick & mortar, and now with a robust online shop shipping nationally. With a brand that was formed before the onset of social media, I came on in 2022 to establish an Instagram and TikTok strategy with an emphasis on video content. In addition to developing the strategies, I led and executed content creation while collaborating with the VP of Brand, Graphic Designer, and Copywriter.
Instagram Grid
Profile Optimization
edited bio to reduce character count, added business category for search-ability, clarified highlights and added brand imagery.
Grid Layout
I integrated more carousel posts with catalog imagery into the grid after observing the high performance of this content. Reels were shared once a week in addition to one carousel post and one single-image post for a total cadence of three posts a week. I leveraged reels to reach new audiences while maintaining connection with the loyal audience through photo posts they were familiar with and expected from the brand.
Store Photography: Therese Niedbala
Catalog Photography: Nic Gourguechon
Instagram Stories
Jayson Home Interiors Campaign
Copy: Maria Kloess
Photography: Nic Gourguechon
Email Newsletter to IG Story Adaptation
Buyers Faves are an email newsletter campaign, originally designed by Flora Petrini, sent quarterly with the faces and voices of Jayson’s buyers. I adapted these emails to share them in stories with the IG audience. The adaptation process required culling images and copy to reduce story slides to a maximum of seven slides to retain audience clickthrough and prioritize product touch points without losing the integrity of the Buyers’ Faves storytelling.
Copy: Maria Kloess
I came onto Jayson Home’s team just after the uptick in reels popularity on Instagram in 2022. Previously, Jayson Home produced and shared little video content. My mission was to develop and implement a reels strategy into the brand’s social media approach and create on brand content. I began creating reels 3x a month, prioritizing promotions and events to leverage the greater reach of reels to new audiences. In April 2023, I implemented a new strategy that integrated reels at least once a week plus to complement a sale or event now that the audience was accustomed to the new video content. Below is a sample of different video content I created. See more Instagram reels I created for Jayson Home here.
Instagram Reels
In July 2023, I launched the Jayson Home brand onto TikTok. The goal was to introduce the brand to a different and younger audience. Being mindful that the brand may be out of financial reach to the majority age demographic on TikTok, I wanted to create early brand touch points for these future consumers. I prioritized “entry-level” merchandise, used trending audio and video templates resourcefully, and tested a variety of content to learn what performed the best. See more TikTok content here.