Yardware · Outdoor furniture, Sydney
1,900 to 10,000 followers in six months, on a strategy she ran herself.
Yardware makes custom outdoor furniture in Alexandria, Sydney. Handcrafted metal and GRC, built to last. We wrote the strategy. Annelise ran it, on Instagram and in email, with us beside her every fortnight.
The brief
Great furniture, and no wish to post about it.
Yardware is a family business selling to homeowners, designers and landscapers. Annelise did not want to be on Instagram at all.
What we did
The work
The strategy
- A strategy and action plan, written in January 2025.
- Two audience schemas: who buys from Yardware, and what each of them needs to hear.
- Then a meeting every fortnight while she put it in place.
What she ran herself
- Instagram, three posts a week, every one built on a real client.
- Brand stories, from someone who did not want to be on Instagram at all.
- Email through Klaviyo, written like a note to a friend, aimed at both schemas.
What happened
The strategy came first. Her marketing worked because of it.
Her figures, as she told them to us.
- ~10,000Instagram followers, from 1,900In about six months
- ~100orders a month, from 60 to 70Since the strategy
One email brought back customers who first bought from Yardware forty years ago. They walked through the door and bought again.
“All from our talk on the strategy, I started implementing it with my Instagram. I grew the account from 1,900 to about 10,000 people in about six months. I didn't even want to be on Instagram, and now I do brand stories.”
The work, up close
Built to last
What Yardware makes. Handcrafted metal and GRC.
Photography: Yardware
Past and present clients
Want a strategy you can run yourself?
A free half hour. You leave knowing what to fix first, whether or not you hire us.