From performance insight to clearer growth.
Mackintosh is a globally recognised luxury outerwear brand, known for its heritage, craftsmanship and handmade raincoats made using rubberised bonded cotton.
The project focuses on improving digital performance across the UK, Europe, the US and Japan by helping the brand reach more high-intent customers searching for luxury coats, raincoats and outerwear. With most search traffic previously driven by brand-specific terms, a key priority was to grow visibility beyond customers already searching for Mackintosh by name.
Growth Strategy is central to the partnership. When Mackintosh provides web sales forecasts, Dancing Badger creates detailed digital marketing and financial forecasting plans for the year ahead, mapping expected spend, return targets, channel contribution and territory-level opportunity.
This planning informs how SEO and paid media activity is structured across each market. For Japan, this includes both English and Japanese-language planning across ads, keywords and campaign structure, ensuring activity reflects local search behaviour.
Paid media is planned and optimised around target ROAS expectations, with budgets focused on the products, territories and seasonal moments most likely to support commercial growth. SEO activity supports this by increasing visibility for relevant unbranded search terms, helping Mackintosh reach new customers who are actively researching luxury outerwear.
As targets and forecasts increase year on year, Dancing Badger continues to support Mackintosh through analysis, campaign optimisation and market-specific planning, helping the brand maintain momentum across its core territories.
