This engagement is one of our detailed case studies on local and hospitality brands, showing how a boutique brand cleaned up its digital presence from the ground up and turned scattered accounts into a structured system for growth.
Case Study On
A D2C Workspace & Hospitality Brand
From Scattered Social Pages to a Structured Digital Presence
A Case Study in D2C Brand Marketing, Digital Execution & Website Development
Category: Co-Working Spaces / Commercial Real Estate & Hospitality
Engagement Scope: Digital Marketing Execution · Website Design & Development · Performance Marketing · Local SEO
The Brief
The company is a boutique co-working and workspace-experience brand in Dehradun, offering curated co-working desks and cabins, a rooftop lounge, guest retreat and workcation stays, an in-house cafe, and community networking events.
The brand positions itself as an experience-led workspace rather than only a co-working desk provider - the rooftop, the cafe, the guest retreat, and the curated interiors are as much a part of the pitch as the desks themselves. As the brand looked to grow occupancy and visibility in Dehradun, it needed a digital presence that actually reflected that experience, was easy to find, and was consistent across every platform a prospective member or guest might land on. This makes it a strong hospitality marketing case study, given how much of the brand's pitch rests on experience rather than just desks. The engagement covered digital marketing execution, website design and development, and performance marketing through paid social campaigns for awareness and lead generation.
5
Duplicate Accounts Consolidated
8
Website Pages Designed & Built
2
Ad Campaigns Launched
The Challenges
A Fragmented, Inconsistent Presence
The brand had three separate Instagram accounts and two different Facebook pages running at the same time, none of them posting consistently. The website's own social icons redirected to a generic Wix profile instead of the brand's official pages, and the Google Business Profile was live but missing complete contact information - all of it undermining trust before a prospect even reached the content.
No SEO Groundwork on the Website
The website had no structured SEO groundwork in place - no search console tracking, no analytics, minimal backlinks, and no keyword or hashtag strategy behind the content that did exist.
A Generic Content Feed
A generic co-working feed of desks and Wi-Fi speed wasn't going to carry a brand built on rooftop hangouts, curated interiors, and a guest retreat. Content wasn't mapped to the specific experiences the brand actually sells.
Missing From Where Prospects Actually Search
Beyond social and the website, the brand had almost no presence on the directories and booking platforms where co-working and guest-space seekers actually search and compare.
No Paid Media Foundation
The brand had no existing paid media presence. Launching ads before strengthening the brand's digital presence, content, and business listings would have risked driving traffic to an inconsistent customer experience.
The Strategy - From Scattered Social Pages to a Structured Digital Presence
Consolidating the Foundation
The brand's entire digital footprint was audited - every social platform, the website, and every listing the brand appeared on - before any creative went out that wasn't aligned to a strategy. Every platform was then consolidated down to one official Instagram and one official Facebook page. The Facebook page was formally transferred, Meta Business Suite was integrated for unified publishing, and the Google Business Profile was corrected and completed. Branding and messaging were standardized so a visitor landed on the same consistent story everywhere.
Building the Website & SEO Foundation
Eight website pages were designed and developed from the ground up. Google Analytics and Google Search Console accounts were set up, a full SEO audit was conducted, and 17 backlinks were built across profile submissions, ad submissions, blog submissions, and post submissions. Hashtags and keywords were identified through dedicated research and organized by content category.
Mapping Content to the Real Experience
Content was mapped to the specific experiences the brand actually sells, so every post did a job instead of just filling a calendar. Experiential Workspace content covered the workplace decor, layout, common and lounge areas, and the VIP meeting room. Rooftop Hobnobbing content highlighted the rooftop decor, the relaxation-meets-productivity balance, and event coverage. Guest Retreat content leaned on workcation positioning and guest testimonials, while BNB content covered interior and exterior walkthroughs and amenity-focused posts. Networking content spoke to the value of professional connection and founder collaboration, the in-house cafe was promoted through cuisine and food reels, and a Legacy pillar carried customer testimonials and founder storytelling. Alongside these pillars, a recurring content mix - Did You Know posts, fun facts, client testimonial videos, tips on choosing the right co-working space, startup news, community posts, polls, and FAQs - kept the calendar varied, supported by a set of brand punchlines developed to anchor the tone across platforms: "More than just a workplace," "Turn work into experience," "Experience happy workdays," and "Experience working differently."
Expanding Discoverability Through Listings
The Google Business Profile listing was completed, followed by the creation and optimization of additional business directory listings. A broader second phase of directory submissions was planned to be executed after the website and content work, ensuring the activities complemented rather than competed with the overall digital presence strategy.
Turning On Performance Marketing
Paid ads were introduced only once the core digital foundation was established. An ad account was set up, the ideal customer profile was clearly defined, and creative variations were A/B tested, followed by the parallel launch of Awareness and Lead Generation campaigns.
CLOSING THE LOOP - FOUNDATION BEFORE AMPLIFICATION
The brand didn't need a louder voice, it needed one consistent voice. Consolidating the accounts removed the confusion, and rebuilding the website and SEO gave that voice somewhere solid to be found. Mapping content to what the brand actually offers - the rooftop, the cafe, the retreat - gave it something worth saying. Only once all of that was in place did paid media get switched on, so every rupee spent pointed at a presence worth clicking through to.
WHY THIS MATTERS
In the first month after launch, Instagram reached 101.3K accounts across 105.8K views with 249 interactions, while Facebook reached 12.9K accounts across 120.9K views. The Awareness campaign delivered 89,959 impressions across a reach of 87,462 for a spend of just ₹296.18, and the Lead Generation campaign delivered 7,375 impressions across a reach of 5,047 for ₹2,332.25 - early proof that a consistent, sequenced foundation makes every subsequent rupee work harder. By combining strategic consulting with execution, this engagement helped consolidate a fragmented digital presence, build a proper SEO and website foundation, and support long-term visibility and occupancy growth for an experience-led local brand.
This project showcases our expertise in social media marketing, local SEO and GMB optimisation, website design and development, and lead generation through Meta Ads for local brands.
Looking for a D2C Marketing Partner for Your Local Brand?
If your co-working space, cafe, or boutique venue is sitting on scattered accounts and an under-built website, this is the kind of hospitality marketing case study we'd love to help you write next. If you're looking for a digital marketing agency for your local brand, we'd be happy to discuss how a similar approach can be applied to your business.