Summary

Established in 1985, Emma Bridgewater is a British, family-run company producing beautiful hand-decorated pottery and accessories for the kitchen and home.

We worked with the brand to help them identity new audiences and non-brand search opportunities with the overarching objective to increase customer acquisition and deliver 7,000 new customers during their financial year via natural and paid search.

Strategy

We began with our insight phase – analysing their business plan, commercial objectives, customer data and insight, products, positioning and competition.

Our natural search strategy focused predominantly on non-brand search terms employing a blend of website optimisation, online PR and blogger outreach to raise awareness, drive traffic and generate revenue.

Using customer data, we identified three key product areas to put front and centre of the strategy and tactical plan. We focused on products that new customers typically bought first. We then put in place a programme of website optimisation initiatives.

We also put in place a number of online and influencer outreach initiatives aimed at raising awareness of the Emma Bridgewater brand and products to new audiences.

In paid search, we optimised the brand campaign to maximise return on investment, whilst also targeting non-brand terms aligned to promotions, new product launches and key events.

The key challenge was the fact that Emma Bridgewater ‘competes’ in search with their stockists and resellers so the cost per click for ‘pure’ brand terms, as well as ‘brand + product’ terms is often inflated. Therefore, our main objective was to ensure the brand campaigns worked as efficiently as possible – driving as much traffic at the lowest possible cost.

Results

Campaign highlights included increasing natural search revenue by 15% and ROI via paid search up 78% year-on-year.

We were tasked with delivering 7000 new customers during the course of a financial year and exceeded this target by 8%.