Design Center Client
BUILDING A FEED AS CURATED AS THE SHOWROOM FLOOR
THE CLIENT
Design Center of the Americas (DCOTA) is South Florida's premier luxury design destination, home to the showrooms representing some of the world's finest furniture, fabric, lighting, and interior design brands. When DCOTA brought us on, the building, the tenants, and the in-person experience were already world-class. The social presence needed to catch up.
THE CHALLENGE
DCOTA had a story that spanned dozens of individual showrooms, hundreds of brands, a steady calendar of events and markets, and an entire design community that gathers inside the building. What it didn't have was a single content framework connecting all of it. The goal was to turn DCOTA's social channels into a living extension of the building itself, so that designers, decorators, and design lovers could find inspiration, plan visits, and stay close to what was happening across the property without setting foot inside.
WHAT WE DID
Over thirteen months, we rebuilt DCOTA's content engine from the inside out. We developed a brand voice for social that matched the elevated tone of the building, launched an editorial content calendar across Instagram, Facebook, and LinkedIn, and introduced ten new original content series so every angle of DCOTA had its own recurring home on the feed: Showroom Spotlight, Inside DCOTA, X by Design, Event Recaps, Dining at DCOTA, Designer Digest, Design Dialogue, Speaker Spotlights, Available at DCOTA, and From the Showrooms. Alongside the social work, we produced and published long-form blog articles to extend DCOTA's story beyond the feed and build lasting visibility for the building and its tenants.
THE RESULTS after one year of working with Elsewhere
435,500 views
233,400 reach (+591.4%)
12,600 new follows
8,300 profile visits (+76.6%)
4,300 content interactions (+100%)
1,000 link clicks (+1,200%)
1.3M views
43,000 video views (+1.4M%, up from an essentially dormant baseline)
5,900 visits (+37.2%)
1,700 link clicks (+16,500%)
739 content interactions (+413.2%)
121 new follows (+83%)
1.98M impressions
612 reactions
502 page views
234 unique visitors
196 new follows
THE SHIFT BEYOND THE NUMBERS
Beyond the reach and engagement, DCOTA's social presence became a content engine that supports the entire building. Showroom ambassadors now regularly step in front of the camera. Designers attending events ask to be featured. Every event, market, and speaker series leaves the building with a ready-to-publish recap. And the building's story finally has a rhythm on social that matches the rhythm it has always had in person.
WHY IT WORKED
A brand voice that actually matched the building. An editorial framework that turned dozens of showrooms and a constantly moving event calendar into one coherent story. Original content series that gave every angle of DCOTA a recurring home on the feed. And a commitment to long-form content alongside social, so the brand's story could live on the page as well as in the post.
That's what building a luxury destination's social presence looks like when you treat it like the destination it already is.
