Background

Piccadilly is a high-end designer shoe brand from Brazil, known for its extensive range of women’s footwear across various categories. The brand had already established a successful presence in Hong Kong and was looking to expand into the Singapore market.

It is for this reason that Piccadilly chose to work with the Brew team given our experience with helping brands establish a foothold in the Asian market.

At a Glance

The Challenge

When Piccadilly set out to enter the Singaporean market, they faced several significant challenges:

Our Approach

Given their limited presence in Singapore, Piccadilly wanted to leverage on the e-commerce boom in Singapore by driving traffic to their Shopee digital store. To make this possible, the Brew team outlined several key approaches:

Audience Persona Development and Optimisation

The Brew team began by identifying key audience personas based on Singaporean consumer behaviours and demographics.

Drawing on insights from Piccadilly’s success in Hong Kong and global footwear trends, we segmented the target audience into specific groups based on lifestyle, fashion preferences, and purchasing habits. From here, our ads were then optimised to reach these personas effectively, ensuring that our messaging resonated with the right people at the right time.

Launched Ads on Instagram for Piccadilly

Using the data obtained from our audience research, the Brew team identified Instagram as a key platform to reach Piccadilly’s target audience.

Given that Instagram has a highly visual and engaged user base, particularly among fashion-conscious consumers, it was the ideal platform to showcase Piccadilly’s high-end designer shoes.

By leveraging Instagram’s focus on visually-driven content, we created ads that were both striking and informative, highlighting Piccadilly’s brand proposition to the right audience.

The static Instagram ads we created effectively showcased Piccadilly’s products while aligning with the platform’s visual appeal. To meet Piccadilly’s objectives, we incorporated clear calls-to-action in each ad, directing viewers to their Shopee store to drive traffic and facilitate easy online purchases.

In addition to static Instagram ads, we also created Instagram Reels as part of the campaign. Reels were chosen because they provide a dynamic, engaging format that resonates well with Instagram’s younger, fashion-forward audience.

Given the popularity of short-form video content, IG Reels helps us showcase Piccadilly’s products in a more interactive and immersive manner.

Using video content helped us capture the attention of users more effectively, as the format encourages higher engagement rates and shares, amplifying Piccadilly’s reach. Reels also included clear calls-to-action making it easy for viewers to explore and purchase products.

Ran Google Keyword Search Ads

To expand Piccadilly’s online presence and capture high-intent users, we launched Google Keyword Search Ads. These ads were designed to target users actively searching for terms related to designer shoes and women’s footwear.

By focusing on high-conversion keywords, we ensured that Piccadilly’s ads appeared at the top of search results when potential customers were looking for products similar to what Piccadilly offers.

Google Search Ads provided a cost-efficient way to attract customers already in the decision-making phase, driving traffic directly to Piccadilly’s Shopee store. By targeting specific keywords and phrases, we were able to reach users with higher intent, significantly increasing the chances of conversion while keeping costs under control.

Set Up Google Banner Ads

To complement our search efforts, we also implemented Google Banner Ads as part of a broader strategy to increase Piccadilly’s brand visibility across the web. These visually striking ads were placed on relevant websites in the Google Display Network, targeting users based on their browsing behaviour and interest in fashion, shopping, and designer products.

Google Banner Ads allowed us to showcase Piccadilly’s wide range of footwear to potential customers, capturing attention while they browsed other sites. The ads were visually aligned with Piccadilly’s premium brand identity, making them instantly recognisable and reinforcing brand recall.

Each banner ad included a clear call-to-action that directed viewers to Piccadilly’s Shopee store, driving both brand awareness and online sales.

Footsteps to Success for Piccadilly

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

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Background

At a Glance

The Challenge

Our Approach