The @farbhaus_malerhandwerk Instagram account is solely grown organically and captures the work and aesthetic of the painting business. I am both responsible for creating content (short form videos and photos) and organizing other freelance photographers to create photos for me if I can't be on site myself.

Farbhaus Malerhandwerk is a painting and manufacturing business based in Bavaria, Germany. They produce their own natural and sustainable wall paint from lime stones from the surrounding alps and sell it in their shop on site. One other focus of their business is renovation and working on construction projects on site as a traditional painting company. They solely work with natural materials such as clay and casein with which they even landed in the AD Germany magazine, while working with an AD Top 100 Architect, or while renovating an Adidas Terrex Store in the heart of Munich, using clay as a wall finish.

Website: https://www.farbhaus-malerhandwerk.de

Social Media: https://www.instagram.com/farbhaus_malerhandwerk/

The Farbhaus Team made clear that they wanted to grow their page organically, without using traditional ads. I therefore implemented following strategy:

Post 2-3 times a week

Create an aesthetic instagram grid (every third post is a Reel)

Authentic content: on-site stories from constructions, everyday life

Mix of finished projects (high res pictures), construction sites and engaging Reels showing the process of a project (more hands-on, filmed on iPhone camera)

Work with local influencers (micro) to push brand into feeds

The goal of Farbhaus Malerhandwerk was and is to gain brand recognition in their local area in southern Germany. They want to be the first painters that come to mind when people renovate their houses sustainably.

25% more customers compared to years without social media

aesthetically pleasing feed that attracts around 100 new accounts per month

viral reel showing their Lehmkasein technique

established new customer support channel