Executing strategic modern marketing for a traditional hand-woven rug brand.
The Challenge
As the experts in quality hand-made rugs, Frith Rugs wanted to increase brand awareness and conversions. Refinery was challenged with boosting Frith Rugs’ online visibility across organic, paid, and paid social channels, driving increased revenue as well as attracting more footfall to their physical locations.
The Work
To mirror Frith Rugs’ prestigious offline presence online, Refinery delivered strategic PPC, paid social and SEO campaigns. This integrated approach ensured Frith Rugs stood out against the sea of rug retailers by appearing among the top search results, reaching potential customers on their favourite social channels, and matching the intent of users' rug-related queries. This three-pronged strategy helped to position Frith Rugs as a knowledgeable, trustworthy brand to a new online audience.
The Results
Paid Search
6 MONTH PERIOD VS PREVIOUS YEAR*
- Revenue - +10%
- Clicks - +2%
- Conversion Rate - +26%
- Transactions - +42%
- Users - +14%
- CPC – +39%
SEO
6 MONTH PERIOD VS PREVIOUS YEAR*
- Revenue - +20%
- Transactions - +16%
- Average order value - +4%
- Users - +20%
Plus, 46% increase in keywords ranking since project start (December 2020)
*01/12/2022 - 31/05/2023 VS 01/12/2021 - 31/05/2022
Paid Social
We introduced paid social as a new digital channel, with ads running across Facebook and Instagram to encourage brand awareness, increase website traffic and drive additional revenue. The results from the first six months were as follows:
6 MONTH PERIOD (NOV 22 - APR 23)
- Impressions - 1m
- Clicks - 28k
- Engagements - 36k
