Social Media Strategy for Karndean Designflooring
Abi Jackson
Social Media Strategy for Karndean Designflooring
Developing a cohesive social media strategy that transformed Karndean's residential channels into a leading destination for interior design inspiration.
My Role: Social Media Strategy | Content Strategy | Social Media Management | Content Creation | Creative Direction | Story Production | Community Management
Overview
Karndean Designflooring is one of the UK's leading luxury flooring manufacturers, but the residential social channels had the opportunity to become more than simply a product catalogue.
The objective was to position Karndean as an interior inspiration brand—creating content that homeowners actively wanted to engage with while reinforcing the company's premium positioning and expertise.
Working across Instagram, Facebook, Pinterest and LinkedIn, I developed a content strategy that balanced education, inspiration, lifestyle content and community engagement, creating a recognisable visual identity that audiences could instantly associate with the brand.
The Challenge
The flooring industry naturally leans towards product-led marketing, making it difficult to stand out in increasingly competitive social feeds.
The challenge was to shift the conversation away from simply showcasing flooring and instead create content that inspired homeowners throughout their renovation journey.
The strategy needed to:
Build a distinctive visual identity across every platform
Position Karndean as a trusted interior design resource
Increase engagement without relying on promotional content
Adapt content for multiple social platforms while maintaining brand consistency
Grow audience reach through trend-led and educational content
My Approach
Rather than focusing purely on products, I built a content ecosystem around the lifestyle that surrounds beautiful interiors.
The strategy centred around four key content pillars:
Interior Inspiration
Created trend-led content featuring real homes, colour palettes, styling ideas and seasonal inspiration that encouraged users to save and share content.
Educational Content
Produced informative content explaining flooring styles, installation advice, product benefits and design tips that established Karndean as an industry expert.
Reactive Content
Capitalised on trending interior design conversations and viral home inspiration, allowing the brand to remain culturally relevant while naturally showcasing products.
Community Engagement
Developed story-first content including polls, Q&As, customer features and interactive stickers that encouraged conversation and strengthened audience relationships.
Creating a Recognisable Brand Identity
One of the biggest priorities was ensuring the social feeds became instantly recognisable without relying on the Karndean logo.
I developed a consistent visual language through:
Neutral colour palettes inspired by modern interiors
Elegant typography
Lifestyle-first photography
Clean layouts
Consistent storytelling across Instagram, Pinterest and Facebook
The result was a premium aesthetic that reflected the quality of the brand while remaining approachable and inspirational.
Story Strategy
Instagram and Facebook Stories became an important extension of the wider strategy rather than simply repurposing feed content.
Stories focused on:
Interior trends
Educational tips
Product spotlights
Interactive polls
Customer Q&As
Behind-the-scenes content
Seasonal inspiration
This created daily touchpoints with the audience while increasing engagement through interactive features.
Cross-Platform Content
Rather than duplicating content, every platform was adapted to suit its audience.
Instagram
Focused on highly visual content designed to maximise engagement through Reels, carousels and Stories.
Pinterest
Developed evergreen inspirational content designed to increase saves, website traffic and long-term discoverability.
LinkedIn
Produced more brand-focused content that highlighted craftsmanship, company culture and industry expertise while maintaining a premium visual identity.
Results
The strategy delivered significant growth across the residential social channels.
Highlights
Increased social impressions by 150.5% year-over-year
Consistently reached 500,000+ unique users every month
Built a distinctive visual identity recognised across multiple platforms
Increased engagement through educational and interactive content
Strengthened Karndean's positioning as a premium interiors brand
Successfully translated one creative strategy across Instagram, Facebook, Pinterest and LinkedIn
Key Takeaways
This project demonstrates how thoughtful content strategy can reposition a traditional product-led business into an inspirational lifestyle brand.
By combining strategic planning, creative storytelling and platform-specific content, Karndean's social channels became more than a place to showcase products—they became a destination for homeowners looking for interior inspiration.
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Posted Jun 30, 2026
Built a multi-platform social media strategy for Karndean, increasing impressions by 150.5% and reaching 500,000+ users monthly.
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Karndean Designflooring
