Case Study

Lulani Faucet Co.

Social Media Management | Influencer Marketing | Content Strategy | Social Advertising

Affordable Luxury Faucets, Elevated Online

When Lulani Faucet Co. came to Kellen McAvoy, Inc., they had a beautiful product, a small social following, and a feed full of product renders that weren't telling their brand story. After working with Kellen, their social presence grew from 201 followers to 3,439, they launched an influencer program that generated 89+ partnerships, and they had a full-funnel content strategy running consistently across Facebook, Instagram, TikTok, and Pinterest.

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The Results

**1,611%** increase in total social followers (201 → 3,439)
**2M+** total impressions across Facebook and Instagram
**89+** influencer partners sourced, onboarded, and managed
**1.8K+** social media posts published over 5 years

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About Lulani Faucet Co.

Lulani Faucet Co. is a home decor brand on a mission to make the everyday experience more enjoyable, offering quality, affordable faucets inspired by the world's most exotic locations. Their products are designed for real life: beautiful enough to elevate a bathroom remodel, accessible enough for everyday homeowners. With a growing ecommerce presence and a product line spanning kitchen and bath, Lulani needed a social media strategy that could build brand awareness, drive site traffic, and convert new customers, all while showcasing the real-world beauty of their fixtures in authentic, aspirational settings.

The Goal

Lulani's primary challenges were brand awareness, content quality, and social-to-sales conversion. Three core goals shaped the engagement:
**Goal 1 - Social Media Strategy:** Develop and execute a strategy that tells the Lulani brand story to the right audience through compelling copy and creative, moving away from static product renders toward real-home lifestyle content that drives engagement and desire.
**Goal 2 - Brand Awareness, Engagement, and Traffic:** Grow Lulani's social presence across key platforms, build an engaged audience of home renovation enthusiasts, interior designers, and DIY homeowners, and drive qualified traffic to the Lulani website.
**Goal 3 - Increase Sales:** Use social media as a strategic tool to generate new customer interest, support ecommerce conversion, and build a sustainable affiliate and influencer program that drives measurable revenue.

The Solution

Kellen McAvoy, Inc. operated as a full social media partner for Lulani, handling strategy, content creation, community management, influencer marketing, advertising, and platform setup from the ground up.

Key areas of execution included:

Social Media Strategy + Content Creation: Developed a comprehensive social media strategy for Facebook, Instagram, TikTok, and Pinterest, shifting the brand's creative approach from product renders to high-quality photos, videos, and Reels using real products in real homes. Managed 1,873 posts across platforms over the course of the engagement, achieving over 2 million impressions and 55,470 total engagements with a 2.6% engagement rate per impression.

Visual Identity & Channel Optimization: Updated all channel designs, Instagram Story Highlights, and profile descriptions. Developed a photo and video asset plan that aligned content quality with the premium yet accessible positioning of the Lulani brand.

Influencer Marketing Program: Built Lulani's influencer program from scratch, including the SOP, pitch templates, tracking sheet, content guide, photography guide, and marketing email sequences. The program grew to 89+ influencer partners reaching home decor creators, interior designers, bathroom renovation enthusiasts, and lifestyle accounts whose content generated significant organic reach, authentic social proof, and evergreen visual assets for the brand.

Affiliate Program Development: Assisted with developing Lulani's affiliate program, designed to convert both past customers and influencer partners into commission-earning brand advocates.

Commerce & Advertising Setup: Set up Commerce Manager for shoppable products on Facebook and Instagram, launched TikTok and TikTok Shop, and managed Page Like Ads, Lead Ads, and Pinterest Ads to support awareness and conversion goals throughout the partnership.

Email + Lead Ad Support: Assisted with email copy for specialty campaigns and lead ad initiatives, including welcome sequences and promotional emails designed to nurture new subscribers.

Pro Partner Onboarding SOP: Developed the full onboarding process for Lulani's Pro Partner (contractor and trade professional) program, including confirmation emails, a master tracking spreadsheet, and social announcement templates.