Social Media Strategy for Premium Outdoor Living Brand ‘t Huis van Oordeghem

Tulip Campaign shot for ‘t Huis van Oordeghem, photographed by Christine Smeyers

’t Huis van Oordeghem is a Belgian outdoor living specialist that has been designing and creating bespoke outdoor spaces for 30 years. Renowned for its refined gardens, terraces and outdoor environments, the company has established itself as a trusted partner for high-end residential projects in Belgium and internationally.

Its strength has always been the quality of its projects. However, while this craftsmanship was evident on-site, the brand experience behind each project was not yet fully reflected across its social media channels.

The Challenge

The existing social media presence focused primarily on completed projects. While these images showcased the final result, they communicated little about the qualities that truly differentiate ’t Huis van Oordeghem: its highly personalised service, attention to detail and the experience clients enjoy throughout the entire process.

For premium brands, products alone rarely create distinction. Their competitive advantage lies in the way they make clients feel. Our challenge was therefore to shift the communication from finished projects to the stories, people and service behind every outdoor space.

Objectives

Our communication strategy focused on five clear objectives:

Strengthen the premium positioning of the brand.
Communicate the personalised service behind every project.
Create a more recognisable visual identity across social media.
Increase organic visibility and audience engagement.
Position Instagram as an international showcase for future clients.

Strategy

We developed a new long-term social media strategy built around the experience of becoming a client of ’t Huis van Oordeghem, together with a refreshed visual identity, while remaining fully aligned with the existing brand DNA.

Every content pillar reflected the values that distinguish the company: concierge-level service, white-glove installation, bespoke outdoor furniture, carefully selected accessories and the belief that outdoor spaces deserve the same attention as interior living environments.

Execution

To bring this strategy to life, COVERED developed a complete editorial and visual framework for the brand. Our work included:

Interviews with the team to capture the stories behind projects and translate them into authentic social media copy.
A new content strategy centred around service and customer experience.
A refreshed visual identity with new graphic templates for the feed, Stories and Highlights.
A comprehensive photography briefing focused on atmosphere, process and detail rather than solely on finished projects.
The introduction of a specialised photographer whose imagery emphasised textures, materials, craftsmanship and the human experience behind each project.

Results

The renewed strategy strengthened both the visibility and positioning of the brand. Over the measured period, the content generated more than 1.2 million impressions and reached nearly 47,000 unique accounts through organic social media. The community continued to grow steadily, resulting in 343 new followers (+1.2%), while strong engagement through shares and saves further amplified the organic distribution of the content. More importantly, the account evolved into a consistent reflection of the premium brand experience offered offline.

Best Performing Content

The Tulip Campaign

In spring, ’t Huis van Oordeghem surprised its clients with a bouquet of tulips, a small gesture that perfectly reflects the company's personal approach and commitment to going the extra mile.

Rather than simply documenting this tradition, we transformed it into a storytelling opportunity. Through a dedicated photo and video shoot, we captured what it feels like to become a client of the brand.

The combination of seasonal storytelling, emotional content and high-quality videography aligned perfectly with the brand identity and resulted in one of the strongest-performing reels of the campaign, reaching 3,880 accounts and generating 6,405 views.

Villa D

Villa D became the highest-performing project post in terms of reach.

The publication combined calm, carefully composed photography with a narrative that reflected the atmosphere of the project rather than simply documenting the design.

The post reached more than 4,000 accounts, generated over 10,000 views, and resulted in 27 shares and 26 saves, demonstrating that audiences were willing to actively preserve and recommend the content.

The Sabato Feature

The social media post highlighting Karen and Saskia's feature in Sabato illustrated how PR and social media can reinforce one another within a broader communication strategy.

Rather than focusing solely on the publication itself, the content highlighted the people behind the company, giving audiences a more personal connection with the brand.

The post generated more than 9,000 views and reached 4,165 accounts, making it one of the strongest-performing storytelling posts during the reporting period.

What other brands can learn from this project

This project reinforced several principles that are relevant for premium architecture, design and lifestyle brands.

Premium positioning is built through experience, not products.

Exceptional projects attract attention, but long-term brand value is created by communicating craftsmanship, service and customer experience.`
Storytelling creates stronger engagement than portfolio content alone.

Audiences connect more deeply with the people, processes and values behind a project than with finished results in isolation.
Consistency outperforms individual campaigns.

A clear editorial strategy ensures that every post contributes to one coherent brand narrative instead of functioning as standalone content.
Photography should communicate atmosphere as much as aesthetics.

Detail shots, process photography and human interaction help audiences experience a brand emotionally rather than simply observe it visually.
PR and social media are most effective when they work together.

Editorial coverage, founder stories and social media content reinforce one another, creating a stronger and more consistent brand presence across every touchpoint.