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German concern Hörmann
A case study on how to avoid chasing subscribers, but focus on image and targeted leads
The German company Hörmann is Europe's largest manufacturer and supplier of garage and industrial doors, drives, boxes, and doors for various purposes, as well as loading equipment. Premium segment. For example, the cost of an entrance door is €2,000-3,500.
Goals
Tasks
- Increase brand awareness and build product knowledge among various segments of the target audience.
- Create a loyal community within the account so that users visit the profile not only to view products.
- Increase the amount of feedback from users.
- Increase the number of leads.
- Promoting products to different segments of the target audience.
- Building content based on insights, creating situations with the product.
- Differentiating from competitors by communicating advantages, combating audience stereotypes.
- Working with feedback in direct messages and comments.
- Strengthening trust in the brand.
- Creating expert content.
A separate Instagram account, like a storefront
In August 2022, we decided to create a second Instagram account as a storefront for interior doors — @hormann_doors_by.
The goal: to showcase products without creating an account that blatantly sells to users.
Thanks to the company's core values, we were able to create an account with diverse content that provides detailed information not only about doors, but also about important elements.
The goal: to showcase products without creating an account that blatantly sells to users.
Thanks to the company's core values, we were able to create an account with diverse content that provides detailed information not only about doors, but also about important elements.
Hörmann's visual strategy — Using current visual techniques and trends to create graphic layouts. Minimal use of stock images. Maintaining a visual identity across all platforms: feed, stories, and advertising creatives.
- The idea is to focus on the company's history and its longevity, introducing users to facts about the brand's "life."
- Using "distant" topics, build knowledge about the product itself.
- The reliability of the product should be supported by facts and figures related more to the brand's history than to the product's characteristics.
- Working with brand image. We're moving away from sales and product-focused content and toward building awareness of the brand as a whole.
Implementation. Visual Strategy
Description of the Idea
Workflow
Implementation. Copywriting
Implementation. Promotion
Implementation. Moderation
The main characteristics and value of the product for buyers, which we reflect in the account and convey in the texts:
quality;
reliability;
experience;
safety.
quality;
reliability;
experience;
safety.
The main promotional areas are the Instagram account and Facebook page.
We also drive audiences to the website and quizzes.
The Instagram account is more effective for promotion than the Facebook page.
Promotional posts are launched on both Instagram and Facebook.
We launch additional advertising campaigns with special offers or product creatives.
We also drive audiences to the website and quizzes.
The Instagram account is more effective for promotion than the Facebook page.
Promotional posts are launched on both Instagram and Facebook.
We launch additional advertising campaigns with special offers or product creatives.
We process incoming requests from all users daily.
We process all requests promptly.
We handle both negative and positive comments.
We process all requests promptly.
We handle both negative and positive comments.
Step 1
Step 2
Step 3
Results
1 755
2 188
292
95
Monthly post reach
Monthly stories reach
Average daily post reach
Average daily reach of stories
Instagram account results and performance.
Current monthly statistics for the Instagram account of Hörmann's representative office in the Republic of Belarus:
Current monthly statistics for the Instagram account of Hörmann's representative office in the Republic of Belarus:
Results
+34
3.1%
6.95%
44.12%
Average monthly growth of target subscribers
Engagement Rate (ER) per month
Engagement relative to reach per month
Average post reach to monthly subscribers ratio
Instagram account results and performance.
Current monthly statistics for the Instagram account of Hörmann's representative office in the Republic of Belarus:
Current monthly statistics for the Instagram account of Hörmann's representative office in the Republic of Belarus:
Subscriber dynamics for the month
Results of targeted advertising
$865.32
154
339 949
5,62$
Sum
Number of completed quiz forms
Reach
Cost of 1 completed quiz form
0,81$
3 618
CPM
Clicks on the link:
Results of the garage door advertising campaign. Promotion period: July 2025 to November 2025. The audience was led to a quiz.
Summary
- Thanks to comprehensive promotion, we managed to stand out from our competitors by creating a unified visual strategy and a key message in the form
- of company values in our copywriting.
- Today, the Instagram account is a story of the company, useful and expert information, an engaging platform for the target audience that meets all its needs. It brings in leads.
- Thanks to competent and prompt moderation, the profile's audience remains satisfied, as all comments and requests are processed.
Client review
Serge Kobrinets
Director, Hormann Bel
Working with the team was a smooth and results-driven experience. Clear communication, strong strategy, and real focus on business outcomes.
Highly recommended.
Highly recommended.
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