Colebrook Bosson Saunders
Digital & Social Audit, Growth Plan
An audit of a MillerKnoll ergonomics brand with a world-class product record and an under-scaled audience, closed with a growth model and a costed 90-day plan.
BRIEF
Colebrook Bosson Saunders is the MillerKnoll brand behind the first flatscreen monitor arm, with 36 design awards including five Red Dots. In July 2026 its Instagram audience sat at 7,282 followers, against 596,000 for sister brand Herman Miller. The audit set out to find why a brand with that record reaches so few people, and what a small team could change first, without a rebuild or a new production budget.
APPROACH
Everything started from public, verifiable data: follower and post counts, cadence, format mix, and the corporate and PR record. That was benchmarked against a named set, Herman Miller, Humanscale and Ergotron, rather than a vague category average. Anything that could not be measured, such as engagement rate and growth, was modelled and labelled as an estimate where it appears.
The analysis pointed to one core problem rather than a list of symptoms: a human-centred brand being marketed as a catalogue. So the plan optimises for reach instead of rate, and puts the cheapest levers first, using footage and PR moments the brand already owns.
OUTPUT
A 30-page audit that turns the diagnosis into an operating plan: what to post, where, how often, and how progress is measured.
- 30-page digital and social auditFootprint, reach gap, engagement, cadence, format and campaign analysis
- Competitor benchmark matrixHerman Miller, Humanscale, Ergotron and CBS on audience, cadence and format
- Four content pillarsA fixed share of output for each, rebalanced monthly
- Always-on content calendarOne repeating month, 16 posts at four a week
- Two campaign conceptsHuman at Work, a documentary series, and Designed in London, a process-film series
- Six low-lift leversFive of them need no incremental budget to begin
- 90-day roadmapFoundations, launch and scale, each closing on a one-page scorecard
- KPI frameworkSeven KPIs with July 2026 baselines and twelve-month targets
Four content pillars
Human at Work
- 40%
- Real people at real desks: the person, the process, the place
Designed in London
- 25%
- Sketches, prototypes and the design lab, the story rivals cannot copy
The Science of Comfort
- 20%
- Ergonomics education that earns search
Proof
- 15%
- Awards, installs, dealers and sustainability, told socially
Seven KPIs, baseline and twelve-month target
Instagram followers
- 7,282
- 15,000
LinkedIn followers
- 4,391
- 8,000
Posts per week
- ≈1.0
- 4.0+
Short-form videos per month
- 0
- 12+
Average engagement rate
- ≈1%
- 3%+
Email open / click
- New
- 25% / 3%
Organic search sessions
- Baseline
- +40%
The 90-day roadmap
- Foundations
Analytics baseline, content calendar, voice and email templates, the dormant X account retired, first Reels cut from existing footage.
- Launch
Pillars live at four posts a week, the Human at Work pilot, email flows switched on, the SEO hub started.
- Scale
First KPI review, more of what works, Designed in London launched, dealer enablement live.
IMPACT
- Instagram followers at audit, against 596K for Herman Miller, Audit finding
- 7.3KInstagram followers at audit, against 596K for Herman Miller
- Short-form videos on the feed, Audit finding
- 0Short-form videos on the feed
- Page audit produced, Project scale
- 30Page audit produced
- Costed roadmap in three phases, Project scale
- 90 daysCosted roadmap in three phases
- Twelve-month audience target, 7,282 to 15,000, Target
- +106%Twelve-month audience target, 7,282 to 15,000
Herman Miller
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