Social media that brought Dobre Krzesło and Entelo together under one brand and delivered 2.9M views on Facebook
End-to-end communication for ergonomic furniture brand Entelo on Facebook, Instagram, TikTok, and LinkedIn — 2.9M views and 686k reach on Facebook, 2.5M video views on TikTok, and a viral clip with 346k views.
Our client
Entelo is a Polish furniture manufacturer that has spent years pairing a passion for design with care for health and comfort. It builds ergonomic chairs and furniture that support good posture, look after the spine, and stay comfortable in any space — from homes to offices to educational facilities. Its products carry a long list of quality and safety certificates and are built on research, developed in cooperation with specialists.
The brand operates in both B2C and B2B, with an offer aimed mainly at parents of school-age children, decision-makers at educational facilities, the people responsible for fitting out offices, and architects. On the B2C side, its best-known products were the chairs sold through dobrekrzeslo.pl — Dobre Krzesło, literally "a good chair." Everything is manufactured in Poland, and the company is headquartered just outside Płock, where Entelo is an active local partner — including with the Wisła Płock handball team.
The challenge
Social Lama's brief was to run communication that could keep pace with the growth and expansion of Entelo — a company rapidly widening its range across both B2C and B2B — so that the brand reads as an expert in its field and the work supports sales.
- Tailoring the overall communication plan to distinct audiences — parents of school-age children, decision-makers at educational facilities, the people responsible for fitting out offices, and architects.
- Introducing new content formats that match market trends and support the company's sales efforts.
- Setting the brand apart in the furniture market — especially furniture for educational facilities, where a few players hold large shares — by leading with its strengths.
- Building Entelo's image as an expert and a leader in its category.
Results
TikTok
Our approach
Unifying products and services under one brand
When we started working together, Entelo was mostly a B2B name, and on the B2C side its main sales channel was the chairs sold through dobrekrzeslo.pl. Office chairs were the product people associated with the brand, and the store name was so firmly lodged in customers' minds that they simply didn't realize Dobre Krzesło = Entelo.
After talking it through with the client, who decided to position Entelo as the umbrella brand for its entire range, we moved the communication under a single banner — merging the previously separate dobrekrzeslo.pl and Entelo profiles. We rolled it out gradually, keeping Dobre Krzesło in the profile names so the existing B2C audience could get used to the Entelo brand.
Highlighting Polish manufacturing
One of Entelo's key differentiators is that production happens entirely in Poland, which guarantees quality and on-time delivery. To show that as clearly as possible, we run regular video shoots at the company's headquarters and cut reels on the work behind the scenes, the machinery on the production floor, and the people who run it — underlining how local the furniture manufacturing is.
It's also a perfect opportunity to spotlight interesting collaborations with other brands, like the Wisła Płock handball team, an active local partner for Entelo — the company's headquarters sit just outside Płock.
Timely posts and real-time marketing
We keep the communication plans flexible and fold in the moments that matter as they happen. That keeps the content fresh and cleverly ties what the brand does to what is going on right now — nods to Eurovision, the Chopin Competition, or Children's Day.
Children's Day matters especially here, because B2C communication speaks largely to young parents, and they need to feel the warmth and reassurance coming off the brand.
Educational and product content
For the educational videos on TikTok we focused on keeping the message simple and on interacting with viewers. That made the content useful and engaging while effectively promoting the benefits of choosing a Dobre Krzesło chair, building brand awareness in the parent community.
We also produced a wide range of product content — fabric patterns, side-by-side comparisons of chairs and their features, and a guide to matching a chair to a child's height. Material like that helped customers make an informed choice, raised product awareness, and built trust and engagement.
Humor and viral content
We built funny content around current trends and adapted it to the profile's subject matter, keeping the whole communication consistent. One video — a stability test pitting an old wooden chair against a modern Entelo chair that is harder to tip over — went viral: 346k views, 7k likes, and 835 comments.
The video took off not just for the humor, but for a divisive topic that stirred real emotion among viewers. Even the negative comments became a valuable source of information for the brand about what was worth improving, and the mix of content formats let us build a message that was appealing and well matched to the audience.
