Button & Sprung

Rebalancing Organic Social to Drive Awareness, Trust & Engagement

The Brand

Button & Sprung is a British luxury mattress and interiors brand known for craftsmanship, material quality, and timeless design.

The Challenge

While Button & Sprung had a strong visual identity on social, organic performance was increasingly constrained by:

  • Over-reliance on lifestyle imagery

  • Limited educational content explaining product differentiation

  • Missed opportunities to position the brand as a category authority

The challenge was to increase awareness and engagement without diluting brand identity.

The Strategy

I led a strategic shift in organic social content — evolving the feed from primarily lifestyle-led visuals to a balanced content ecosystem that combined education, inspiration, and selective influencer amplification.

Key strategic pillars:

  • Introduce educational content to articulate craftsmanship, materials, and long-term value

  • Maintain lifestyle imagery to preserve brand aspiration and visual coherence

  • Use strategic influencer collaborations to extend reach and validate brand positioning

  • Align content themes with customer decision-making stages

Execution

  • Developed new content pillars blending:

    • Product education

    • Craftsmanship storytelling

    • Lifestyle inspiration

  • Created platform-native content formats (carousels, short-form video, FAQs)

  • Coordinated influencer collaborations aligned with launches and seasonal moments

  • Ensured all educational content maintained Button & Sprung’s refined visual identity

Results

  • Increased engagement on educational posts compared to lifestyle-only content

  • Improved content saves and shares, signaling higher-value audience interaction

  • Stronger alignment between organic social and showroom interest

  • Clearer brand differentiation within the luxury interiors space

Key Takeaways

  • Built an education-led organic social framework without diluting a luxury brand aesthetic

  • Balanced lifestyle content with performance-oriented formats to increase engagement

  • Applied full-funnel thinking to organic social strategy

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Collaborations