Agent Provocateur case study



Agent Provocateur is an iconic British lingerie and nightwear brand founded in 1994 with approximately sixty stores worldwide.

Historically, paid search worked well for Agent Provocateur as a means of driving brand awareness and growing their customer base. However, they wanted to look at additional ways to improve their digital presence, increase customer acquisition and online revenue, as well as support in-store activity.

The brand asked Leapfrogg to deliver insight into the revenue potential of natural search and recommend a strategy and tactical plan that empowered internal teams to work towards shared objectives.


We started by immersing ourselves with the Agent Provocateur brand to build a complete picture of their customer.

We carried out detailed analysis to allow us to identify revenue gaps where Agent Provocateur had been generating revenue via paid search but did not feature prominently in natural search listings and identified new revenue opportunities from our own search term research and trend analysis.

We carried out analysis of Agent Provocateur’s website and backlinks, their social media activity and content strategy as well as offline and online PR activity as well as analysing their competitors. Using this insight, we identified six core categories and themes that offered the greatest revenue potential through improved natural search visibility.

For each theme, we developed a program of activities and tactics with timescales for delivery mapped to seasonal trends and peaks in search volume. This included creative ideas around content, influencers, online PR and events, social media, local search and data strategy. On top of this, we completed a full audit of the Agent Provocateur website, covering technical and usability recommendations.

By analysing the structure and existing skill sets within the organisation, we helped the brand ensure their online, content and PR teams were working in a more integrated way.

Finally, we provided a detailed forecast and set of key performance indicators by which to measure the success of the strategy, both at a granular and board level.


We delivered a comprehensive twelve-month campaign planner covering the website, content, PR and social. Using the plan, Agent Provocateur could assess the right time to build links to maximise seasonal value across their product range and develop content accordingly to improve their natural search visibility, increase targeted traffic and ultimately drive revenue.

 “Of all the agencies we met, Leapfrogg was the most strategic and commercial in their approach. They saw the bigger picture rather than jumping straight into executional ideas. Leapfrogg’s processes and team were impressive and their recommendations were presented in a clear and digestible way.”

Haydn Parks, CRM and Online Marketing Manager, Agent Provocateur.