Case Study: AJ&Smart achieves €2M+ in sales and 90% of new clients from social media with Buffer

How AJ&Smart Has Generated More Than €2 Million in Sales from Social Media

AJ&Smart is a Berlin-based product design and innovation studio founded by Jonathan Courtney. Faced with a crowded, commodity-driven market and a desire to take the agency to the next level, Courtney decided—despite advisor skepticism—to build a distinct public brand by sharing behind-the-scenes agency life on social platforms rather than relying solely on traditional word-of-mouth or competing on price.

They adopted a “document, don’t create” approach, invested profits into social content (with Instagram Stories as their hub), repurposed material across channels, and used targeted hashtags to reach designers and decision-makers. In about 18 months that strategy led to more than €2 million in revenue from clients who discovered them on social media, 90% of new clients coming from social referrals, and a significantly expanded global client base.

AJ&Smart

Brittni Bowering

Head of Media