Case Study
How Oswald Marketing transformed generic posts into hyper-local, high-engagement content.
Background: A Social Feed That Needed a Reset
In Fall 2024, King’s Great Buys Plus approached Oswald Marketing with a clear issue:
their social media presence wasn’t reflecting who they were—or connecting with the customers they serve.
A previous agency had been running the content, but the feed had become a stream of contests. On the surface, the engagement numbers looked good, but it was mostly fake performance—likes and comments from people who weren’t potential customers and had no interest in King’s products or services. The content was generic, poorly produced, and not aligned with the brand or community.
King’s needed more than surface-level engagement. They needed authenticity, localization, and a strategy built for their audience—not just any audience.
The Challenge
The Challenge: Replace Shallow Engagement With Real Connection
The goals for the new social strategy were straightforward:
• Build a real, local audience
• Produce content that reflects King’s people, products, and values
• Improve reach and performance with meaningful metrics
• Create a sustainable content process that didn’t burden the King’s team
Our job was to rebuild the strategy from the ground up—with content that felt relevant, human, and true to their brand.
Our Approach
Hyper-Localized Content + Monthly Shoots
When Oswald took over social media management, we shifted the entire direction of King’s content.
1. Monthly On-Site Content Shoots
Once a month, our team visits King’s to film and photograph custom content. This ensures:
• Actual King’s employees are featured
• Real products and customer stories are captured
• Content stays authentic and localized
Nothing generic. Nothing pulled from stock libraries. Everything is created for them.
2. Content That Matters to Their Audience
We built a content plan focused on what resonates most with local shoppers:
• Success stories & customer highlights
• Employee spotlights
• Educational content (product tips, buying guides, behind-the-scenes info)
• Community-centered messaging
This approach built trust while positioning King’s as the go-to resource for appliances, furniture, and electronics in the region.
3. Streamlined Production & Posting Workflow
To keep things easy for the King’s team, we:
• Shoot a month’s worth of content in one visit
• Write and schedule everything in bulk
• Leave room for one-off posts like promotions or announcements
This keeps the feed active and consistent while keeping the workload light.
The Results
The shift from generic contests to localized storytelling made an immediate and measurable impact.
• 100% increase in views
• 121% increase in engagement
• Far more meaningful interactions from local, relevant customers
• Stronger community connection
• A cleaner, more professional, more authentic social presence
King’s now has a feed that reflects the real people behind the brand—and a following that actually cares about their products and story.
Conclusion
Authentic, Local Content Wins Every Time
By replacing shallow contest engagement with authentic, community-focused storytelling, Oswald helped King’s Great Buys Plus rebuild its social presence from the ground up.
Today, their social media is a true extension of their brand—personal, trustworthy, and engaging. With consistent monthly shoots, strategic planning, and localized content, King’s has created a sustainable system that drives real results and real relationships.