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Woodstock CampersCase study · Phillips Joinery · Ashbourne and Derby One shoot day. 4,497 new followers.
Phillips Joinery have made made to measure timber joinery since 1964 from two sites in Ashbourne and Derby. They had been let down by marketing before and wanted one company, one person to call, and someone who would turn up to the workshop. They joined us in July 2026. In our first full month of planned content, one film passed 300,000 views in its first two days and the Facebook page grew by 4,497 followers.
Sixty years of craft and 341 followers
Windows, doors, staircases, fitted furniture and heritage repairs, made by hand in Derbyshire for homeowners, architects and builders since 1964. A spray shop. A production manager who started in it eleven years ago. Work that photographs beautifully. And a Facebook page with 341 followers, an Instagram account with 96, and a website getting a few hundred visits a month, because nobody’s job was to show the work.
They were sceptical of agencies, and said so. What they wanted was simple: one company for everything, a single person to call, and someone who would come to the workshop rather than send a brief. That is what we do anyway, so we started with the shoot.
Twenty six ideas, then the camera
We wrote the content plan first: twenty six concepts with shot lists, so one day in the workshop produces weeks of content rather than one nice film. The ideas came from the workshop itself. Why timber beats PVC, and by how many decades. How an arch is built for a game larder. Who Sam is, and why he started in the spray shop. What the team’s most interesting builds have been. Each one was cut separately for Facebook, Instagram and LinkedIn, because each platform rewards a different length.
Google Analytics and Search Console were set up properly at the same time, so the effect on the website could be measured rather than assumed. Joinery buyers do not enquire from a Reel. They watch, then search the name, then visit the site.
300,000 views in forty eight hours
The first films went out in August. One of them passed 300,000 views within two days of posting, and the page kept climbing behind it: 456,673 video views across thirteen posts in the month, from 1,538 the month before. The Facebook page went from 341 followers to 4,914. Instagram went from 96 to 2,367 followers, with reach up from 452 to 90,061 and profile visits from 19 to 3,548.
Nothing about the business changed. The content did. Most joinery competitors still rely on a gallery of finished photos, so the first firm in an area to show the process on video tends to own the attention.
One day, three audiences
LinkedIn is where the architects and builders who specify joinery spend their time, so the workshop films were cut for it too. Impressions went from 130 in July to 3,484 in August on eighteen posts, and the company page picked up its first new followers in a year. On Instagram the best performing pieces were the game larder arch, the eleven years of Sam, and the film on why timber wins.
The Google Business Profile was tidied and kept active alongside: 527 views in August, up from 430, and 19 reviews at 4.7 stars now sit on it.
Watch, then search, then visit
Website sessions rose from 1,122 in July to 1,424 in August, and organic clicks measured in Search Console went from 371 to 415 in the same month, with no ads and no SEO campaign behind them. That is the path we expected: people see the film, search the name, and land on the site. Enquiry figures are the company’s own and are not published here.
Ads come next, once the audience has settled. There was no point paying to reach people before the page had something worth landing on.
Facebook video views, month by month
The page as we found it, then the first month of planned content.
Content first, ads later
Why we have not run an ad
A joinery firm with 341 followers and a quiet page is not ready for paid reach; the money would land on an empty room. So month one was content only, and it worked because the work was already there. Ads will follow when the audience has settled, and they will be measured against the website enquiries, not against likes.
Client websitewww.phillipsjoinery.co.uk ↗ Watch, then search, then enquire
Phillips Joinery’s website is their own. The films send people to it, which is why sessions and organic clicks moved in the first month even though nothing on the site changed.
This is a new relationship and we say so. One complete month of figures, all from the client’s own accounts through MyContentLab.
See more projectsQuestions
Does social media work for joiners and carpenters?
What should a joinery business post?
How do joinery companies get work from Facebook?
Was that first month a one off?
How often do you have to film a workshop to keep this going?
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