Bedding Retailer Integrated Marketing Case Study

An Integrated Marketing Strategy for Room to Grow.

Work Detail Banner Image

Client Name

Room to Grow

Website

roomtogrow.co.uk

Services

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The brief.

Room to Grow approached us to help refine its SEO and outreach strategy, at a time where the children’s bedroom market was becoming increasingly competitive. The brand  had been hit  hard with multiple Google algorithm updates, which had made it difficult to sustain a revenue stream with just  PPC and SEO alone. Room to Grow was looking  to shift its dependency away from SEO and online advertising, and work with an agency that could devise and deliver a strategic content marketing approach to improve online presence and conversion.

Developing the strategy
RTG part 26007
What we did.

In response to this challenge we  proposed a digital strategy consisting of PR, social media, influencer relations, video, photography, PPC,  social advertising, SEO  and  link building. Through employing these tactics our aim was to position Room to Grow as the ‘go to’ brand for children’s bedroom furniture, focusing on capturing consumers at the start of their journey and retaining loyalty throughout.

Full-width image representing an integrated marketing strategy for Room To Grow, a child sits in on their bed which is shaped as a house.
Digital audits and strategy

SEO and PPC Strategy.

The first step was to audit both the PPC, Social advertising campaigns, as well as the SEO position. This gave us a blueprint for the ongoing strategy. From an SEO perspective, a new strategy was put forward that focussed on creating a sound technical platform, ongoing content creation supporting the business critical keywords and extensive outreach and link building with key medi, bloggers and other publications. The PPC strategy was completely remapped to work within RTG’s profit margins and then slowly scaled up to increase volume and maintain the target ROAS.

iPad mockup showcasing Room to Grow's integrated marketing strategy, emphasising mobile-friendly engagement.
Children's furniture showcased in Room to Grow's integrated marketing strategy.
Room to Grow marketing campaign image showcasing a vibrant and playful children’s space.

Content Marketing

The content side of the strategy focused on increasing brand awareness to feed customers into the sales funnel at the early stage of their research. Whilst brand awareness was the main concern, the strategy worked cohesively with the SEO and link building activity, by focussing on common content themes that  naturally reinforced the target keywords at that time. The PR and social media team targeted online opportunities with a strong domain authority, working with journalists to secure links and brand mentions which positively impacted SEO and the link profile. The offsite link building activity was also combined with technical SEO and onsite content strategy, that optimised the website and directed the equity to the right areas. This provided a much more natural link portfolio that could be scaled at a safe rate.

Phone mockup representing an integrated marketing strategy for Room To Grow, focusing on mobile engagement.
Mockup of a phone screen showcasing an integrated marketing strategy for Room to Grow, presented on a phone display.
Desktop landing page design for Room to Grow’s integrated marketing strategy.
PPC COMPANY IN YORKSHIRE

Influencer outreach.

As part of the retainer we also  worked with influencers on product collaborations ensuring that the content produced felt authentic and natural to both the influencer and the brand.. Alongside these partnerships we also managed the social media channels for Room to Grow and produced bespoke photo and video content in our photography studio, as well as working alongside our design team to create multimedia assets such as gifs.

Within a 12-month period we secured 50 pieces of coverage, 32 influencer collaborations and gained more than 2,000 instagram followers.

The reach

We secured P1 positions, P1 – P3 positions and first page positions. Alongside that, we increased transactions starting with an organic visit by 148%, organic transactions overall by 151% and organic revenue by 140%.

SEO

PPC revenue was increased by 49.7% whilst maintaining a profitable ROAS

PPC

Overall revenue was increased by 55% in the first year.

Revenue

“
Pure were able to take our brief and create an identity and website that exceeded our expectations. The Group now has a presence that backs up the quality of the work we do and the expertise of the people within the business. We have more projects on the horizon in the coming months and will happily work with Pure again.

Tina Jessop, Head of Brand and Communications at STRI Group

“
Pure have worked with us on a couple of projects and we've found the team to be extremely capable and easy to work with. We thoroughly enjoyed the process and the outcome has been really well received. We very much hope to work with them again in the near future.

Claire Raynor, Marketing Director at Mamas & Papas

“
Pure really spent time understanding our target audience and what we were trying to achieve and that shows in the end product. They were easy to work with and made the whole process smooth. We’re overjoyed with the results

Alan Town, CEO at Knightsbridge Furniture

“
We have continued to work with Pure for a number of years now because they have the ability to correctly interpret the brief, then realise that brief through great set design. Their attention to detail regards lighting, mood and styling is on point. They are flexible and accommodating to work which really helps when deadlines are tight’

Zoe Milnes, Exhibitions & Events Manager, Camira

“
After Pure’s great work on our other brands, Michelin and Energizer, it was already obvious that it was the agency we needed to help us launch the new Lynx car fresheners. Pure’s ability to offer a host of services, as an integrated consultancy, meant that it had the capabilities to service our requirements. We look forward to continuing to work with the Pure team moving forward after our launch of the car fresheners and on our other brands.

Alice Staker, Marketing Manager at Custom Accessories Europe

“
Our membership concept is brand new for the equestrian market, we wanted to partner with an agency who would bring our idea to life, with strong brand, photographic and creative skills. We have been delighted with the results.

Liz Hopper, managing director of Harry Hall

“
Pure has an established and excellent reputation as an agency, and in particular working within the automotive sector. We were impressed with Pure’s experience of developing strategic incentive campaigns that have proven and tangible results.

Henry Bisson, marketing manager at Ring Automotive

“
The scheme developed by Pure is an exciting way to open up new doors for us. Working closely with the team at Pure we hope to bolster our brand to a wider audience, whilst also helping other mobility businesses within the industry.

Clare Brophy, Executive Vice President at Handicare Group