A leading UK lingerie brand which also sells nightwear, loungewear and swimwear products. Unfortunately their brand demand had steadily been declining for the last few years. This was further compounded in late 2018 when they experienced significant drops in organic ranking visibility for high volume and priority search terms across all key categories.
The Growth Challenge
Our objective was to recover rankings and grow organic non-brand traffic by 25% from the previous year.
Our target audience was women aged 20-40, who primarily live in major cities. Through our research, we established the typical customer who bought from them was far more likely to research during the day and buy in the evening.
We also discovered the audience was split by loyalty. Those already loyal to a brand and would never change. Then there were those who were open to trying something new.
We dug a little further and found out there was a certain loyalty to brands who sell lingerie. On the surface, the loyalty seemed to be about product quality and fit, under the surface though, this is where it became interesting. Lingerie is designed to be worn under other garments, so why is there such a demand for it if no one, other than potentially a partner, sees it? Through our research we discovered that lingerie helps fulfil a deep desire for an individual to feel special, even if it's for themselves and no one else.
These insights led to our growth strategy - Fix, React, Inspire.
Through technical SEO we would repair and recover lost rankings by identifying key issues and putting corrective measures in place. This would ensure we're in the best position to grow their visibility.
Leverage our proprietary insight technology called the Digital Demand Tracker. We used this to monitor changes in the lingerie market and spot emerging search trends for them to capitalise on. By being fast and first, we would identify opportunities before competitors and have an instant advantage in the marketplace.
With Digital PR, we identified high-value publications our target audience would monitor for lingerie inspiration - igniting the idea of feeling special. Then we aligned key moments in our client's marketing calendar to ensure when the target audience was looking for inspiration, we were visible on key publications.
MediaVision managed to drive real business impact for a leading lingerie brand while their brand was in decline and a global pandemic drove the economy into a recession.