User focused, creative strategy leads to award nominated campaign

For a company like I Love Wallpaper, creativity is everything. The way that shoppers search for interior inspiration is constantly changing and we needed to ensure that it was I Love Wallpaper’s products that were appearing front and centre.

For us, accurately expressing the innovation of our client as well as the quality goods and services they provide is paramount to any successful marketing relationship. This relationship allows us to shout about the virtues of the I Love Wallpaper brand and in this particular case, how they interact with and listen to their customer base.

OBJECTIVES

We were approached by I Love Wallpaper with one simple objective: to improve SERP visibility for a number of broad keywords – this in turn driving organic revenue from their most popular products. The budget was a monthly retainer value of £1500.

OBJECTIVES

We were approached by I Love Wallpaper with one simple objective: to improve SERP visibility for a number of broad keywords – this in turn driving organic revenue from their most popular products. The budget was a monthly retainer value of £1500.

RESULTS

Since starting the campaign in January 2019, we’ve successfully managed to improve performance for hundreds of broad keywords; helping drive hundreds of thousands of more sessions and millions more in revenue. 

ILW Keywords

TOP 3 KEYWORDS IN GOOGLE

ILW Search Visibility

INCREASE IN SEARCH VISIBILITY

ILW Organic Sessions

INCREASE IN ORGANIC SESSIONS

ILW Transactions

INCREASE IN TRANSACTIONS

ILW Revenue Increase

INCREASE IN ORGANIC REVENUE

ILW AOV

INCREASE IN AOV

Within 6 months, we successfully achieved the objectives that we agreed with the client. I Love Wallpaper is now dominating the SERP and out-performing much bigger brands such as B&Q and Wallpaper Direct for wallpaper-related terms.

A number of highly-competitive, high volume keywords were amongst those that we improved I Love Wallpaper’s visibility for – including ranking first for broad terms such as ‘wallpaper’, ‘grey wallpaper’ and ‘Versace wallpaper’ – outperforming some of the industries’ heavyweights that have been reigning the SERPS since the early days of eCommerce.

HOW WE DID IT

Searches for wallpaper have been steadily increasing over the past few years, and thanks to the rise of Influencers such as Mrs Hinch providing their millions of followers with insights into their homes – which often feature wallpaper – it provided the perfect opportunity to harness the increased searches for wallpaper.

Firstly, our strategy included improving how the ILW site was crawled and indexed by search engines, as existing technical issues were causing index bloat and valuable URLs competing with each other. We implemented a comprehensive canonical strategy and removed low-value attribute pages from Google’s index.

The content was thin on the majority of pages so we planned to create functional content – based off keyword research – that provided useful information to potential customers; as well as answering most popular questions around decorating. This content helped launch a Help & Advice section.

Lastly, we wanted to create a campaign that was based on how Instagram influenced our decorating decisions, where we’d survey a large target group and analyse consumer data to produce a content marketing piece that could be pushed out to publications and help us build authoritative links.

SOMETHING TO SHOUT ABOUT…

Our content marketing campaign was picked up by a number of media outlets, including Inspiralist, alongside general press features for I Love Wallpaper in Good Housekeeping UK, Yahoo Style, Fabulous Magazine, Stylist Magazine, Your Home and Ideal Home

The content marketing campaign – Filtered Homes – was also shortlisted for two industry awards: Best Low Budget Campaign at the Northern Digital Awards and the European Content Awards.

We’ve proved that results can be achieved with a limited budget; with the correct strategy in place. Despite the budget being much smaller than the bigger brands ILW are directly competing with, they’ve grown to become one of the UK’s largest online wallpaper retailers.

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