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Tru Vue

The situation

When high-performance glazing manufacturer, Tru Vue, recognized the impact that the COVID-19 pandemic would have on the retail custom framing market—their largest customer group—they knew they needed to pivot their communications (quickly!) to address this changing reality.

As their full-service agency partner, Plan B helped Tru Vue develop and execute a plan that would reinforce the company’s reputation as a long-trusted partner to custom framing shops, delivering vital information to help shop owners sustain themselves during a time in need.

The insight

Tru Vue’s customer base consists of creative and passionate small business owners who got into custom framing primarily because they love art, not because they’re seeking to make a lot of money. These framers have a strong interest in what others are doing within the industry and particularly enjoy social content when there is an interesting or emotional backstory to it. They also appreciate resources and support that helps to educate them more about the business side of custom framing.


The solution

As Tru Vue’s full-service agency partner, Plan B developed a social strategy that leveraged the primary content pillars of Utility (informational content about the brand itself), Entertainment, and Reciprocity (connecting with followers’ interests and values) to drive stronger emotional connections, brand affinity, and loyalty with custom framers. Our team expanded Tru Vue’s social presence by adding Instagram – a must with so many framers already sharing and engaging on the platform – and implemented a consistent daily posting cadence, organic hashtagging, and targeted paid boosting to grow a QUALITY following of framers capable of selling Tru Vue products.

The solution

On the content side, Plan B worked with the client to develop business tips and educational posts about Tru Vue products. We also launched engagement-focused campaigns to expand reach, acquire user-generated content (UGC), and facilitate a robust social community where framers can interact, learn, be inspired by their peers’ work, and celebrate the industry.

The results

  • Increased Instagram followers by 190%, engagements by 352%, and impressions by 961% the end of Year 3.
  • Increased Facebook followers by 49%, engagements by 486%, and impressions by 438% at end of Year 3.
  • Tapped deeper into the passion of custom framers, grew Tru Vue’s niche social following, and strengthened the brand’s relationship with framers in order to build loyalty and withstand potential future competitive pressure.


growth in Facebook engagements by end of Year 3

Plan B named among Chicago's Top Ad Agencies