W Atelier
At A Glance
32%
55%
42%
Backstory
Clearly seen in their growth, W Atelier prides themselves on continuous improvement to best serve their customers and business partners. They do good in the world by operating with excellence and advocating for the preservation of natural resources.
After a global pandemic shook the retail industry in early 2020, W Atelier needed help navigating a new, digital world.
Backstory
Clearly seen in their growth, W Atelier prides themselves on continuous improvement to best serve their customers and business partners. They do good in the world by operating with excellence and advocating for the preservation of natural resources.
After a global pandemic shook the retail industry in early 2020, W Atelier needed help navigating a new, digital world.
Challenge
When W Atelier approached the team at Brew Interactive, there were a few key challenges they needed help overcoming.
They needed help making noise in the market so that their target audience was constantly aware of new products and models.
Second, they needed help navigating the global pandemic of 2020. Previously, W Atelier relied heavily upon their showrooms where customers could shop around, feel, and try out their furniture. The final purchase often did take place online, but shopping was typically done in person.
Their website offered little in the way of consumer experience.
After getting to know their business, goals, and challenges, the Brew Interactive team put together a comprehensive marketing solution focused on increasing revenue through:
- Increased awareness of all brands, products, and models
- Digital transformation to improve the online shopping experience
The Solutions
Persona Creation & Documentation
W Atelier has two primary audiences: luxury consumers and architects. These are very different audiences, so we wanted to start our campaign by drilling into each audience and creating detailed buyer personas.
We sat down with the W Atelier team to dig deep into their ideal customer profiles – uncovering their demographics, income levels, backgrounds, aspirations, and much more. We wound up creating two distinct personas: Consumer Charly and Architect Aaron.
These personas would be the foundation of our campaign, helping us determine which platforms to focus on and what kind of messaging to employ.
Social Media Content Plan
We knew social channels would be key in regularly promoting awareness for new products and models, so we put together a comprehensive channel-by-channel content management plan for W Atelier.
We helped them align messaging with product type and recommended the platforms and channels that would be most effective based on our research.
We put together a robust plan that led to top notch results.
Facebook & Instagram Social Media Management
In addition to crafting a comprehensive content plan, we supported W Atelier with Facebook and Instagram social media management.
We helped them design, write, and publish highly engaging content.
Thanks to this data, we were able to rapidly A/B test creative, messaging, and copy for The FinLab in order to optimize their ads quickly – instead of waiting months to gather adequate data.
Built a Facebook Chatbot
As social media followers and engagement grew, we wanted to help W Atelier capture their audience directly on the Facebook platform itself. Many of these buyers are ready to buy and are actively researching.
To take advantage, we built a Facebook Chatbot to answer questions and direct users on their page.
Helped Launch Marketplace eCommerce Stores
Prior to the pandemic, W Atelier relied heavily on their showrooms to drive sales. For months, this was no longer an option. They needed a digital transformation in order to continue driving business.
We helped them launch marketplace eCommerce stores for all of their brands on Shopee and Lazada.
Performed Product SEO on the marketplaces
Not only did we help W Atelier launch their marketplaces, we also optimized these online stores for search engines.
We focused on optimizing the brand pages, category pages, and product pages – relying on product SEO best practices to earn these marketplace products top rankings for relevant searches.
Ran Data-Driven Ads for Marketplace Products
In addition to optimizing their marketplaces for product SEO, we also ran data-driven ads to generate sales on their new marketplaces.
Thanks to Brew’s proprietary third party media data, we were able to rapidly test copy, creative, and other variables across their ads. This allowed our team to quickly optimize their campaigns for maximum return, rather than taking weeks or months to dial them in.
New channel sales increased by 32% – even during the pandemic!
Increased Site Traffic Through SEO
Lastly, we focused on improving their site’s SEO. We updated content and implemented on-page optimizations to improve rankings for brands they carried.
Results
Our marketing efforts helped them:
Grow new channel revenue by 32%
Increase social media engagement by 55%
Increase followers by 42% organically
W Atelier posted a phenomenal year, and is able to continue serving their audiences with top-of-class products and service.
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.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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