Performance Marketing for UpClosets of NOVA
About UpClosets of NOVA
UpClosets of NOVA blends functional design with refined craftsmanship to bring order and elegance into everyday living. Led by Lakshmi, a dedicated interior expert, the brand offers personalized storage solutions for closets, pantries, garages, mudrooms, and laundry areas—tailored specifically for homes in Northern Virginia.
With a focus on clean aesthetics, durable materials, and stress-free installations, UpClosets of NOVA helps homeowners simplify their spaces while elevating their lifestyle. More than just a franchise extension, it’s a locally driven brand that believes in calm, efficient living—powered by thoughtful design and a commitment to accessible luxury.
About UpClosets of NOVA
UpClosets of NOVA blends functional design with refined craftsmanship to bring order and elegance into everyday living. Led by Lakshmi, a dedicated interior expert, the brand offers personalized storage solutions for closets, pantries, garages, mudrooms, and laundry areas—tailored specifically for homes in Northern Virginia.
With a focus on clean aesthetics, durable materials, and stress-free installations, UpClosets of NOVA helps homeowners simplify their spaces while elevating their lifestyle. More than just a franchise extension, it’s a locally driven brand that believes in calm, efficient living—powered by thoughtful design and a commitment to accessible luxury.
Challenges
Low Local Awareness
UpClosets of NOVA had minimal visibility among homeowners in the Northern Virginia area, with most awareness coming from referrals or offline conversations.
Impact
Without a broader local presence, the brand struggled to generate consistent inbound interest—resulting in limited organic inquiries and missed growth opportunities in nearby neighborhoods.
Weak Localized Messaging
Ad creatives and promotional messaging lacked references to Lakshmi’s local expertise, service areas, or specific project types relevant to the NOVA audience.
Impact
Potential customers didn’t see a clear connection between the brand and their local needs—leading to reduced relevance, lower click-through rates, and difficulty building initial trust.
Low Engagement Rate
While some users clicked on ads or visited the site, many didn’t take action—such as filling out forms, exploring services, or booking consultations due to lack of urgency or trust.
Impact
This resulted in poor lead conversion from traffic, reducing the effectiveness of ad spend and slowing the overall sales pipeline.
Strategy & Process
✅ Localized Ad Targeting for Northern Virginia
We launched targeted campaigns on Facebook and Instagram focused specifically on homeowners in Northern Virginia. By narrowing down by zip codes, household income, and interest in home improvement, we ensured the ads reached the most relevant and high-intent audience likely to need custom storage solutions.
✅ Creative Refresh & Messaging Personalization
We redesigned ad creatives with clear, benefit-driven headlines and visuals that emphasized Lakshmi’s design expertise and customer-centric process. This personalization helped differentiate UpClosets of NOVA from generic competitors and made the ads feel more relatable to local homeowners.
✅ Creative Refresh & Messaging Personalization
We redesigned ad creatives with clear, benefit-driven headlines and visuals that emphasized Lakshmi’s design expertise and customer-centric process. This personalization helped differentiate UpClosets of NOVA from generic competitors and made the ads feel more relatable to local homeowners.
✅ Video-Led Storytelling for Higher Engagement
To humanize the brand and build trust faster, we introduced video creatives featuring behind-the-scenes design previews, walkthroughs of completed projects, and client testimonials. These formats helped drive deeper engagement and boosted click-through rates, especially on mobile.
✅ Performance-Based Budget Distribution
Based on ad performance insights, we reallocated budget toward top-performing services like walk-in closets and pantries. This allowed us to reduce wasted spend on low-interest categories and focus on scaling campaigns that generated the most qualified inquiries.
✅ Performance-Based Budget Distribution
Based on ad performance insights, we reallocated budget toward top-performing services like walk-in closets and pantries. This allowed us to reduce wasted spend on low-interest categories and focus on scaling campaigns that generated the most qualified inquiries.
Result
📊 Impressions – 2,58,362
📩 Enquiries – 412
🎯 Cost Per Lead – ₹24
Our focused performance marketing efforts helped UpClosets of NOVA strengthen its presence in Northern Virginia by transitioning from passive online visibility to an active, lead-generating digital strategy. By leveraging hyperlocal Meta campaigns and aligning ad content with localized service pages, we successfully positioned the brand in front of high-intent homeowners.
The improvement in engagement metrics and inquiry volume reflects how effectively the refreshed creatives and targeting strategy resonated with the local audience. With increased brand visibility, stronger click-through performance, and a streamlined inquiry experience, UpClosets of NOVA is now equipped for consistent lead flow and scalable growth in a competitive regional market.
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