For an epoxy resin artist specializing in custom and decorative flooring, we made a short-form content strategy designed to increase brand awareness and put the brand in front of a much larger audience on Instagram. The goal was not to generate as many leads as possible, but to build visibility among people who were genuinely interested in epoxy flooring, interior design and unique flooring projects.

The challenge was finding a way to reach that audience at scale without relying on traditional lead generation campaigns. While lead ads can be effective for many businesses, they can also attract a high number of low-intent inquiries for a service like this. People may submit a form simply to compare prices or out of curiosity, while the actual buying decision for a high-value flooring project often happens much later.

We therefore chose to approach the problem from a different angle: instead of actively looking for people who were ready to buy, we would make the brand visible to the people most likely to become customers in the future. By using short-form content to showcase the most impressive projects, transformations and possibilities of epoxy flooring, we could build familiarity and demand while allowing the audience to discover the brand naturally.

Between 2024 and 2026, this approach generated more than 20 million Instagram views, while also creating organic interactions, inbound messages and new customer opportunities.

Building Demand Through Content

The strategy was built around short-form content, with Instagram Reels as the primary distribution channel. The first priority was to create content that people actually wanted to watch rather than content that simply tried to sell them something.

That distinction was important. An epoxy floor is an extremely visual product, which means the work itself can function as the marketing. A transformation, a unique design or the process of creating a floor can generate curiosity without requiring a traditional sales message.

We therefore combined newly produced content with footage the client had already created. Existing projects became new marketing assets, while new content was created specifically around formats and ideas that could perform well on Instagram.

We also incorporated current short-form trends and focused on the elements that influence how content is distributed: strong openings, visual hooks, retention, curiosity and interaction. The goal wasn't to make every Reel go viral. It was to consistently create content with the potential to reach beyond the existing audience and introduce the brand to new people.

This created a fundamentally different customer journey from a traditional lead campaign. Instead of immediately asking someone to fill in a form, the content first gave them something worth watching. A person might discover an impressive epoxy floor while scrolling, visit the profile, watch more projects and follow the account. When that person eventually decides to renovate their own home or business, the brand is already familiar.

In other words, we used content to create demand rather than simply trying to capture existing demand.

20+ Million Opportunities to Be Seen

From 2024 to 2026, the strategy generated 20+ million views on Instagram alone.

More importantly, the reach was built around the actual work of the business. The projects that demonstrated the quality and possibilities of epoxy flooring became the engine behind the brand's growth on social media. As the content reached new audiences, it generated interactions, profile visits and inbound messages from people interested in the service.

The result was a scalable organic content strategy that transformed the client's projects into a continuous source of visibility and customer opportunities.

For a highly visual, high-value service like epoxy flooring, the case demonstrates the value of building attention before asking for a sale. Rather than competing for the next lead, we focused on making the brand known to the right audience, and generated more than 20 million opportunities to be seen in the process.