Mingzhu Nerval is the leading design firm dedicated to conceiving vertical living greenery walls and artful gardens on 6 continents. With their headquarters in Shanghai, China and Paris, France respectively, they bring more than 10 years of experience to every project, fusing together edgy aesthetics with romantic designs.
Their projects include collaborations with architects like Zaha Hadid, SWA, and KPF. They’ve been contracted by clients like the Shanghai Municipality (ICBC), MGM, and Google for high-profile projects, including multi-million-dollar commissions on 3 continents.
As design is becoming a more competitive space, Mingzhu Nerval sought to amplify their online visibility and create a holistic social media strategy to complement their other channels.
They also wanted a complete restructure of their website copy to improve their SEO. That’s why they reached out to Genius Encel.
Mingzhu Nerval had stunning visuals to show off their work, as well as a decent network for prospecting, but they wanted more. As most of their projects came from recommendations, they were ready to grow and engage in more challenging projects.
As they had an Instagram strategy in place, they desired a LinkedIn content strategy aligned with their current plans. Additionally, they wanted to work with specific, hard-to-reach architects on building projects designers dream about.
Their website was inviting but lacked two important elements: content optimized for SEO (which would also boost their lead generation strategy) and storytelling.
Engage with influencers to increase brand awareness and generate new leads
As this firm is quite unique, we designed a content strategy to take advantage of their one-of-a-kind designs and existing portfolio by weaving modern storytelling techniques into their posts.
In combining narratives with powerful images, Mingzhu Nerval attracted new leads through LinkedIn. Our team at Genius Encel crafted these stories to match the brand’s existing voice and serve as the essence behind the company’s marketing strategy to engage potential clients.
Our integrated LinkedIn strategy not only included content, but a lead acquisition and influencer campaign as well. We reached out to influencers in similar industries on their behalf to not just land them new contracts, but to also get them featured in prestigious magazines in Europe and North America.
Within 2 months, the LinkedIn posts for Mingzhu Nerval received over 500,000 impressions while their company page following grew by 516%.
Additionally, with their newly SEO-optimized website, traffic grew by 120% with an increase of email subscribers by 18%. Their founder and CEO was also invited to several interviews on podcasts and with journalists writing for design magazines, like the well-established New York publication “By Koket.”
Through their lead generation strategy, they landed 5 new projects, including an exclusive multi-million-euro contract with the city of Paris.