Client name withheld under NDA.
Couples in Singapore plan their weddings on Instagram. They save gowns, follow photographers and compare pre-wedding shoots months before they contact anyone, and searches like wedding photographer singapore, around 720 a month, are only a small part of how they choose. Bridal studios compete for the same couples with similar-looking portfolios, so standing out in the feed matters as much as the work itself.
This studio offered gowns, styling and pre-wedding photography packages. It spent S$3,000 a month boosting its best portfolio posts to a broad audience of women aged 25 to 40. The boosts drew likes, but only about 38 consultation enquiries a month at S$79 each. Direct messages sometimes waited a day for a reply, and around 5 couples a month signed a package. The owner suspected the budget was reaching people who loved wedding photos but were nowhere near planning a wedding.
We replaced the broad audience with couples who had recently become engaged or were following wedding venues and planners, and introduced a clear offer: a free gown fitting and shoot planning session at the showroom.
Boosted posts reach people who like pretty pictures, not necessarily people planning a wedding. Targeting engaged couples put the budget in front of people who would actually book. The free fitting also gave couples a low-pressure reason to visit, which suited a decision this personal.
We produced short Reels of real fittings and behind-the-scenes shoot moments, carousels comparing gown styles and stories with couples' questions answered by the stylists, alongside the studio's best portfolio images.
Couples already see hundreds of polished wedding photos. Seeing the fitting experience and the people behind the studio gave them a reason to choose this one. Stylists answering questions on camera also made the studio feel approachable rather than exclusive, which mattered to couples on a budget.
We set up Instagram lead forms with the wedding date and preferred consultation time, and click-to-message ads that opened a conversation with ready answers about packages and availability.
Asking for the wedding date helped the studio prioritise couples with near dates. Click-to-message ads suited couples who preferred to chat before committing to a visit. Couples who gave a date within six months were called first, which helped the studio fill near-term fitting slots.
We set up instant replies, a simple follow-up script and a shared inbox so every enquiry got a personal response from a stylist within the hour during opening times.
Couples contact several studios at once. The first warm, helpful reply often decides which showroom they visit first. A shared inbox also meant no message was missed when a stylist was busy with a fitting.
We increased spend around wedding fairs and the peak engagement season, and retargeted people who had watched the fitting Reels or visited the packages page.
Many couples start planning right after the year-end and Valentine's engagements. Spending more in those weeks reached them when they were most actively comparing studios. Retargeted couples were also shown package details, which answered the price question before they visited.
Six months in, Instagram Ads brought in 79 consultation enquiries a month instead of 38, at S$46 each instead of S$79. Showroom appointments rose from 14 to 33 a month, and the studio signed 11 packages a month instead of 5. Spend increased modestly to S$3,600, but nearly every dollar now reached couples who were actually planning a wedding. The stylists also found that couples arrived at fittings already familiar with the studio's style from the Reels, which made consultations shorter and easier to close.
Engaged-couple targeting, a clear offer and the first fitting Reels live.
Lead forms, click-to-message ads and replies within the hour took enquiries past 60 a month.
79 enquiries and 11 signed packages a month.
Broad audiences engage with wedding content without ever booking. Narrowing to recently engaged couples halved the cost of each real enquiry.
Every studio has beautiful portfolio shots. Reels of real fittings and the team at work gave couples a feel for what working with this studio would be like.
Couples contact several studios at the same time. A quick, personal reply often decided which showroom they visited first.
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