Southern Oak Millworks
Georgia · 5 months engagement
Where They Started
A master craftsman with beautiful work but no way to reach customers beyond word of mouth. They needed a digital presence that matched the quality of their craftsmanship. Their existing social media was sporadic and didn't showcase the true artistry of their work.
What We Did
We created stunning visual content showcasing their craft and process, built a social media strategy around their story and heritage, and targeted homeowners and interior designers in their region who were looking for custom pieces.
The Playbook
Process documentation videos (time-lapses, technique close-ups)
Targeted ads to homeowners and interior designers
Pinterest strategy for long-term organic discovery
Instagram Reels showcasing craftsmanship
Cross-promotion with local interior design firms
Month-by-Month Timeline
- Documented the workshop and craft process
- Developed brand narrative around heritage and craftsmanship
- Created content pillars: process, finished pieces, client stories
- Set up Instagram and Pinterest profiles
- Launched 'Process to Product' video series
- Started Instagram Reels showing woodworking techniques
- Began targeting interior designers and architects
- Published first Pinterest boards
- Ran targeted ads to homeowners with renovation intent
- Partnered with local interior design firms for cross-promotion
- Achieved 5x inquiry increase
- Built waitlist system for custom orders
"I was skeptical about social media for a woodworking shop, but Sidechain showed me how to tell our story in a way that resonates with customers. Now I have a waitlist for the first time in 15 years of business."
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