Operating within the luxury home and interiors sector requires more than simply attracting traffic. Success depends on reaching the right customers, showcasing products effectively and creating a seamless path to purchase.

Dancing Badger worked with Brights of Nettlebed to improve visibility, strengthen customer acquisition and maximise the return from digital marketing activity. Through a combination of SEO, PPC optimisation, audience targeting and data analysis, we developed a strategy focused on delivering measurable commercial growth.

The result was improved engagement, stronger conversion performance and increased visibility across multiple acquisition channels.

Key Results

+321%

Increase in Direct Traffic

Brand awareness and customer engagement increased significantly, resulting in more than three times as many direct sessions year on year.

+78%

Increase in Organic Search Conversions

SEO-led improvements helped organic search generate substantially more conversion events, demonstrating improved visibility and stronger user engagement.

+53%

Increase in Paid Search Traffic

Targeted paid search activity increased traffic volumes while maintaining strong engagement and conversion quality.

+58.9%

Increase in Paid Search Conversions

Campaign optimisation and improved targeting delivered significant growth in key conversion actions from paid search users.

+52%

Improvement in Paid Search Conversion Rate

Paid Search session conversion rates increased substantially year on year, demonstrating more effective traffic acquisition and optimisation.

The Client

Brights of Nettlebed is a well-established luxury retailer offering premium furniture, interiors and lifestyle products.

The business serves customers seeking quality craftsmanship, timeless design and exceptional products for the home. As competition within ecommerce continues to increase, maintaining visibility across organic and paid channels is essential for attracting new customers and driving online sales.

The Challenge

While Brights of Nettlebed already had a strong reputation, opportunities existed to improve digital acquisition performance and maximise marketing efficiency.

Our objectives included:

• Increasing high-quality website traffic
• Expanding organic search visibility
• Improving paid advertising performance
• Strengthening conversion rates
• Improving audience targeting
• Enhancing customer journeys
• Increasing acquisition across multiple channels
• Supporting long-term ecommerce growth

The goal was to create a joined-up digital strategy capable of delivering sustainable commercial improvements.

Our Role

Data Analysis & Growth Strategy

The project began with a comprehensive review of website and campaign performance data.

Our data analysis focused on:

• Acquisition channels
• User behaviour
• Conversion performance
• Campaign effectiveness
• Audience segmentation
• Product engagement
• Growth opportunities

These insights allowed us to prioritise activity and focus investment on the channels delivering the strongest returns.

SEO Strategy

SEO activity focused on improving visibility and helping customers discover products through organic search.

This included:

• Keyword research
• Technical SEO improvements
• Metadata optimisation
• Content recommendations
• Internal linking enhancements
• Search intent analysis
• Ongoing performance monitoring

These improvements helped maintain strong organic visibility while increasing conversion opportunities from search traffic.

PPC Management

Paid media activity was continually refined to improve performance and efficiency.

Our PPC work included:

• Campaign optimisation
• Audience targeting
• Search term analysis
• Bid management
• Budget allocation
• Ad testing
• Landing page recommendations

These refinements generated stronger engagement and increased conversion performance from paid channels.

Audience Segmentation & CRO

Understanding customer behaviour played an important role throughout the project.

Through audience analysis and conversion rate optimisation recommendations, we identified opportunities to:

• Improve user journeys
• Enhance product discovery
• Reduce friction during the buying process
• Increase conversion rates
• Improve marketing effectiveness

This helped maximise the value of incoming traffic.

AI Recommendations & Copywriting

Alongside manual analysis, AI-assisted recommendations were used to identify growth opportunities, enhance content and support optimisation efforts across the website.

This ensured ongoing improvements were informed by both data and user intent.

The Approach

The strategy was built around a simple principle: use data to identify where the greatest opportunities existed and focus resources accordingly.

Rather than treating SEO and PPC as separate disciplines, performance insights were shared across channels.

• Search behaviour informed content planning.
• Campaign performance informed acquisition strategy.
• User engagement informed CRO recommendations.
• Audience data informed targeting and segmentation.

This integrated approach created a more efficient and effective growth programme.

Results

Key Outcomes

• 321% increase in Direct traffic
• 78% increase in Organic Search conversions
• 53% increase in Paid Search traffic
• 58.9% increase in Paid Search conversions
• 52% improvement in Paid Search conversion rate
• Improved engagement across paid and organic channels
• Stronger customer acquisition performance
• Enhanced audience targeting and segmentation
• More effective conversion pathwaysIncreased visibility across key acquisition channels

Strengthening Acquisition Across Organic & Paid Channels

A key success of the project was creating stronger alignment between acquisition channels.

SEO activity helped attract highly engaged visitors through organic search, while PPC campaigns captured high-intent customers actively researching products and ready to purchase.

Together, these channels generated stronger customer acquisition opportunities and increased conversion performance across the website.

Turning Data Into Commercial Growth

Performance data sat at the centre of every recommendation made throughout the project.

By continually analysing customer behaviour, campaign results and engagement metrics, we were able to identify new opportunities, refine existing activity and ensure marketing investment remained focused on delivering measurable outcomes.

This approach allowed Brights of Nettlebed to make informed decisions and continually improve performance across digital channels.

Combining SEO, PPC & CRO for Sustainable Growth

The success of the project came from integrating multiple marketing disciplines into a single strategy.

• SEO improved long-term visibility.
• PPC generated targeted traffic.
• Audience segmentation improved targeting accuracy.
• CRO enhancements improved conversion performance.

Together, these activities delivered stronger acquisition performance and helped build a sustainable foundation for future ecommerce growth.

Conclusion

The Brights of Nettlebed project demonstrates the value of combining SEO, PPC, audience insight and conversion optimisation within a unified growth strategy.

Through ongoing analysis, campaign optimisation and customer-focused improvements, Dancing Badger helped Brights of Nettlebed increase traffic, improve conversion performance and strengthen marketing efficiency.

The result was a 321% increase in Direct traffic, a 53% increase in Paid Search traffic, a 58.9% increase in Paid Search conversions and a 78% increase in Organic Search conversions, creating a stronger platform for long-term ecommerce growth.

National Family Mediation operates within a highly sensitive and competitive sector where individuals often require support during significant life events. Ensuring that users can quickly find trusted information and access appropriate mediation services is essential.

Dancing Badger worked closely with National Family Mediation to improve online visibility, increase enquiry volumes and maximise the performance of digital marketing activity. By combining SEO, paid advertising, audience analysis and ongoing optimisation, we created a strategy focused on reaching users at the point they were actively seeking support.

The result was stronger campaign performance, increased lead generation and a more effective digital acquisition strategy.

Key Results

+43.9%

Increase in PPC Conversions Year on Year

Targeted campaign improvements and ongoing optimisation generated significantly more enquiries and conversion opportunities from paid media.

+47.4%

Increase in PPC Clicks Year on Year

Improved visibility and audience targeting helped National Family Mediation reach substantially more prospective service users.

+268%

Improvement in Paid Search Conversion Rate

Campaign refinements dramatically increased the proportion of users completing key actions after arriving via paid search.

+150%

Increase in Paid Search Key Events

Paid Search generated significantly stronger lead-generation performance compared with the previous year.

The Client

National Family Mediation is a leading, non-profit provider of family mediation services, helping families find constructive solutions to challenges involving separation, finances and child arrangements.

As more people turn to search engines when seeking information about mediation services, maintaining strong visibility across both organic and paid channels is vital for connecting individuals with appropriate support.

The Challenge

National Family Mediation already had a well-established service offering, but opportunities existed to strengthen digital performance and improve lead generation.

Key objectives included:

• Increasing qualified enquiry volumes
• Improving PPC efficiency
• Strengthening visibility for mediation-related searches
• Improving audience targeting
• Enhancing user journeys
• Increasing conversion rates
• Expanding reach across key acquisition channels
• Using data more effectively to support decision-making

The goal was to ensure marketing investment generated the greatest possible impact while helping more people access mediation services.

Our Role

Data Analysis & Strategic Planning

The project began with a detailed review of performance data across Google Analytics 4, Google Ads and website engagement metrics.

Our analysis focused on:

• User acquisition channels
• Conversion performance
• Audience behaviour
• Search demand
• Campaign efficiency
• User journeys
• Engagement metrics

This insight allowed us to identify opportunities for growth and prioritise optimisation activity around channels with the highest potential.

SEO Strategy

Alongside paid advertising improvements, we delivered ongoing SEO support designed to strengthen organic visibility and improve website relevance.

Activities included:

• Keyword research
• Search intent analysis
• Content recommendations
• Metadata optimisation
• Internal linking recommendations
• Technical SEO improvements
• Page-level optimisation

This ensured National Family Mediation continued to maintain a strong presence in organic search whilst supporting long-term visibility growth.

PPC Management & Optimisation

A significant focus of the project was improving the performance of paid search campaigns.

Our work included:

• Campaign restructuring
• Audience segmentation
• Bid optimisation
• Search term analysis
• Budget management
• Ad copy testing
• Landing page recommendations
• Ongoing performance reviews

These refinements helped improve campaign quality, attract more relevant traffic and increase conversion volumes.

Audience & Segmentation

Understanding audience behaviour was central to the strategy.

Through segmentation analysis, we were able to better understand how different users searched for and engaged with mediation services. This enabled more targeted campaign delivery and improved advertising efficiency.

AI Recommendations & Copywriting

Using a combination of expert analysis and AI-assisted recommendations, we identified opportunities to improve messaging, strengthen content and enhance user engagement throughout the website.

This supported both SEO performance and conversion optimisation efforts.

The Approach

The strategy focused on creating a joined-up digital marketing programme where every channel contributed towards the same objective: generating more qualified enquiries.

Rather than treating SEO and PPC as separate activities, insights were shared across channels to create a more cohesive acquisition strategy.

• Search behaviour informed content improvements.
• Campaign data informed audience targeting.
• User behaviour informed conversion recommendations.
• Performance analysis informed future optimisation priorities.

This integrated approach ensured activities remained aligned with measurable business outcomes.

Results

Key Outcomes

• 43.9% increase in PPC conversions year on year
• 47.4% increase in PPC clicks year on year
• 268% improvement in Paid Search conversion rate
• 150% increase in Paid Search key events
• Improved lead generation performance
• Greater efficiency from marketing spend
• Enhanced audience targeting
• Strong organic search visibility maintained
• Increased acquisition opportunities across multiple channels
• More users successfully engaging with mediation services

Improving the Quality of Enquiries

One of the project’s primary objectives was not simply to attract more traffic but to improve the quality of traffic reaching the website.

By refining audience targeting, improving campaign relevance and enhancing user journeys, National Family Mediation was able to connect with more individuals actively seeking mediation support and increase the likelihood of meaningful engagement.

This improvement in traffic quality contributed directly to stronger conversion performance across digital channels.

Using Data to Drive Better Decisions

Data analysis remained at the centre of every recommendation throughout the project.

Regular performance reviews allowed us to identify trends, uncover new opportunities and continually refine campaign activity.

This ensured optimisation decisions were driven by real user behaviour rather than assumptions, helping National Family Mediation maximise the effectiveness of its digital marketing investment.

Combining SEO, PPC & Audience Insight

The success of the project came from integrating multiple disciplines into a single growth strategy.

• SEO supported long-term visibility.
• PPC generated immediate demand.
• Audience segmentation improved targeting.
• Data analysis informed optimisation.

Together, these activities created a stronger and more sustainable digital acquisition framework capable of delivering measurable results.

Conclusion

The National Family Mediation project demonstrates the value of combining SEO, PPC, audience insight and data analysis to drive meaningful lead-generation growth.

Through ongoing optimisation, campaign refinement and a data-led approach to decision-making, Dancing Badger helped National Family Mediation increase visibility, improve conversion performance and generate substantially more enquiries.

The result was a 47.4% increase in PPC clicks, a 43.9% increase in PPC conversions and a 268% improvement in Paid Search conversion rate, creating a stronger platform for long-term growth and helping more individuals access the support they need.

English Roses operates within a highly competitive ecommerce market where customers are often purchasing for significant life events, celebrations and milestones.

Success depends on reaching customers at the right moment with the right message, whether they are searching for anniversary gifts, named roses, birthday presents or commemorative products.

Dancing Badger worked closely with English Roses to create a marketing strategy that combined organic search growth with more efficient paid advertising and conversion improvements. The objective was not simply to generate more traffic, but to increase the quality of visitors arriving on the site and improve overall return on investment.

Key Results

+312%

Increase in ROI Year on Year

A combination of SEO, PPC optimisation, audience targeting and conversion improvements delivered substantially stronger marketing efficiency and commercial return.

+544%

Growth in Traffic from Key Anniversary Search Themes

Improved rankings and visibility helped English Roses capture significantly more users searching for milestone anniversary gifts.

+208%

Growth in Ruby Wedding Anniversary Search Visibility

Targeted optimisation and improved content helped strengthen performance for one of the site’s most commercially valuable anniversary categories.

+530%

Increase in Referral Traffic

Broader brand visibility and improved digital performance contributed to substantial growth from referral channels.

The Client

English Roses specialises in named roses, anniversary roses and commemorative gift products designed to celebrate life’s most important moments.

The brand has built a strong reputation for quality and personalisation, making it a popular choice for customers searching for meaningful gifts to mark birthdays, anniversaries and special milestones.

As search behaviour continues to evolve, maintaining visibility across both transactional and informational searches became increasingly important for continued growth.

The Challenge

Although English Roses already had a strong foundation, several opportunities existed to improve performance.

These included:

• Increasing visibility beyond brand searches
• Growing market share across anniversary gifting categories
• Improving PPC efficiency and return on ad spend
• Identifying new customer acquisition opportunities
• Strengthening rankings for commercial gifting searches
• Improving conversion performance
• Expanding visibility for rose-related informational searches
• Creating a more data-driven growth strategy

The challenge was to develop a scalable approach capable of delivering sustainable growth across multiple marketing channels.

Our Role

Data Analysis & Strategic Planning

Every recommendation was informed by data.

Using Google Analytics 4, Google Search Console and advertising platform insights, we analysed:

• Customer acquisition channels
• Seasonal purchasing trends
• Product performance
• Search demand
• Audience behaviour
• Conversion opportunities
• Campaign effectiveness

This analysis formed the foundation for both SEO and paid marketing strategies.

SEO Strategy

Our SEO programme focused on increasing visibility across commercially valuable search themes.

This included:

• Keyword research
• Search intent analysis
• Metadata optimisation
• Technical SEO improvements
• Internal linking enhancements
• Category page optimisation
• Content development
• Ongoing performance monitoring

Particular focus was placed on high-converting anniversary-related searches where demand and purchase intent were strongest.

PPC Optimisation

Paid advertising campaigns were continually refined through:

• Audience segmentation
• Search term analysis
• Bid adjustments
• Budget optimisation
• Campaign restructuring
• Ad copy testing
• Landing page recommendations

This helped deliver greater efficiency from advertising spend while improving overall return on investment.

CRO & User Experience Improvements

Alongside acquisition activity, we identified opportunities to improve conversion performance throughout the customer journey.

Recommendations focused on:

• User experience improvements
• Customer journey optimisation
• Landing page enhancements
• Product discovery
• Purchase decision support

These improvements ensured more traffic translated into commercial results.

Content Strategy

Search data revealed significant opportunities across content themes including:

• Wedding anniversaries
• Milestone birthdays
• Named roses
• Rose varieties
• Gift inspiration
• Rose meanings
• Seasonal gifting occasions

Strategic content development helped English Roses capture additional search demand whilst strengthening topical authority across key product categories.

The Approach

The project was built around a unified growth strategy where SEO, PPC, content and conversion optimisation worked together.

Rather than treating channels independently, insights were shared across every aspect of the marketing programme.

• Search data informed content creation.
• PPC data informed SEO priorities.
• Customer behaviour informed conversion improvements.
• Seasonality data informed promotional planning.

This integrated approach ensured resources were focused on areas with the greatest commercial potential.

Results

Key Outcomes

• 312% increase in ROI year on year
• 544% growth across key anniversary search themes
• 208% increase in Ruby Wedding Anniversary search performance
• 530% increase in referral traffic
• Increased visibility across gifting-related search queries
• Improved rankings for milestone anniversary keywords
• Enhanced PPC efficiency and campaign performance
• Stronger audience targeting and segmentation
• Greater reach beyond existing brand demand
• Improved customer acquisition opportunities
• Increased visibility throughout the customer buying journey

Strengthening Visibility for Anniversary Gifting

One of the most successful areas of the project was expanding visibility across anniversary-related searches.

Search data highlighted growing demand around milestone anniversaries, with particularly strong opportunities in categories such as Ruby, Golden, Diamond and other commemorative gifting occasions.

By improving category optimisation, refining keyword targeting and creating supporting content, English Roses strengthened its visibility across some of its most commercially valuable search themes.

This not only generated additional traffic but also introduced the brand to a wider audience actively researching meaningful anniversary gifts.

Building Demand Beyond Brand Searches

A key objective was reducing reliance on existing brand awareness by increasing visibility among new customers.

Through category optimisation, content development and strategic campaign management, English Roses expanded its reach across broader gifting and rose-related searches.

This allowed the business to appear earlier in the customer journey, creating more opportunities to influence purchasing decisions before competitors.

Combining SEO, PPC & Data for Long-Term Growth

The project demonstrates the power of integrating multiple channels under a single growth strategy.

Rather than focusing on individual tactics, every recommendation was driven by customer behaviour, search demand and commercial performance.

The combination of SEO, PPC, content, conversion optimisation and strategic analysis enabled English Roses to improve visibility, attract more qualified visitors and increase marketing efficiency across the business.

Conclusion

The English Roses project demonstrates how a data-led marketing strategy can unlock substantial ecommerce growth.

Through a combination of SEO, PPC optimisation, audience segmentation, conversion improvements and content development, Dancing Badger helped English Roses strengthen its online presence, increase customer acquisition opportunities and achieve a 312% increase in ROI year on year.

Most importantly, the project established a scalable framework for continued growth, enabling English Roses to expand visibility beyond existing brand demand and reach more customers at every stage of their buying journey.

Overview

Mackintosh is one of the world’s most recognisable luxury outerwear brands, known for its handmade raincoats, rubberised coats and enduring commitment to traditional craftsmanship.

Operating in a highly competitive global luxury fashion market, Mackintosh required a marketing strategy that could support international growth while protecting the integrity of the brand. The challenge was not simply to increase traffic, but to attract the right traffic, in the right regions, at the right time of year.

Dancing Badger worked with Mackintosh across Growth Strategy, SEO, PPC, Data Analysis and Insights. The focus was on using deeper commercial insight to understand keyword demand, competitor positioning, seasonality and product performance across key markets.

Within the first full financial year, this data-led approach helped deliver strong international growth, including an 80% increase in the EU and a 45% increase in the US. Search traffic also grew by 32%, with a clear shift away from a heavy reliance on branded search traffic towards a broader mix of unbranded luxury outerwear searches.

The Client

Mackintosh is a luxury outerwear brand with a heritage rooted in traditional coat making. The brand is internationally known for its rubberised coats, raincoats and weatherproof outerwear, combining timeless design with specialist craftsmanship.

With a premium product range and a strong international customer base, Mackintosh operates in a market where brand trust, product relevance, seasonality and regional demand all play an important role in performance.

For a brand with such established recognition, the opportunity was not only to capture existing brand demand, but to build stronger visibility across broader luxury outerwear searches.

The Challenge

When Dancing Badger began working with Mackintosh, a significant proportion of organic search traffic was dependent on brand-specific searches. Approximately 97% of search traffic was coming from users already searching for Mackintosh by name or using brand-related terms.

While this showed strong brand awareness, it also highlighted a clear opportunity. Mackintosh had the authority, product quality and heritage to compete more strongly across unbranded search terms such as luxury coats, luxury raincoats, rubberised coats and premium outerwear.

The challenge was to build a strategy that could:

• Increase international sales performance
• Grow visibility in the EU and US markets
• Reduce reliance on brand-only search traffic
• Identify high-value unbranded keyword opportunities
• Understand regional product demand
• Align marketing activity with seasonality
• Improve paid media efficiency and ROAS
• Ensure the right products were being marketed in the right regions
• Maximise revenue return from SEO and PPC activity

This required a joined-up approach across data, SEO, PPC and commercial planning.

Our Role

Dancing Badger supported Mackintosh with a strategy built around insight, market understanding and measurable performance.

SEO Consultancy

SEO consultancy played a central role in identifying new areas of organic growth.

Rather than focusing only on brand terms, Dancing Badger carried out detailed keyword and competitor analysis to understand where Mackintosh could increase visibility across unbranded luxury outerwear searches.

This included reviewing search demand around luxury coats, raincoats, waterproof outerwear and seasonal product categories. By identifying where customers were searching without using the Mackintosh name, we were able to highlight opportunities to reach new audiences earlier in the buying journey.

The SEO strategy focused on improving visibility for commercially relevant, unbranded search terms while still protecting strong performance across branded search.

This had a direct impact on the balance of organic search traffic. Previously, 97% of search traffic relied on brand-specific mentions. After the first year, this has now reduced to 78%, meaning unbranded search now makes up a much stronger share of overall search visibility.

At the same time, total search traffic increased by 32%, demonstrating that Mackintosh was not simply replacing one type of traffic with another. The brand was growing its overall search presence while becoming less dependent on existing brand awareness.

PPC: Google Ads

Paid search activity was focused on improving return and ensuring budget was allocated to the regions, products and campaigns most likely to deliver commercial value.

For a luxury outerwear brand, PPC performance depends heavily on intent, seasonality and product relevance. A waterproof coat or raincoat may perform differently across regions depending on climate, time of year, customer behaviour and competitive demand.

Dancing Badger used data analysis to ensure that paid media activity was aligned with market opportunity. This meant reviewing which products should be promoted in which regions, when demand was likely to increase, and where spend could produce the strongest sales return.

This more focused approach helped improve ROAS on PPC spend, with performance outperforming original targets.

Growth Strategy

The wider growth strategy was built around international performance.

Mackintosh had clear opportunities across both the EU and US markets, but each region required its own understanding of search behaviour, product demand and seasonality.

The strategy looked beyond campaign management and focused on how marketing activity could support wider commercial growth. This included analysing market demand, identifying product priorities, reviewing competitor visibility and understanding where Mackintosh could increase share across high-value search categories.

Within the first full financial year, this approach helped deliver 80% growth in the EU and 45% growth in the US.

Data Analysis & Insights

Data was central to the strategy.

Dancing Badger used detailed analysis to understand how customers were finding Mackintosh, which markets were showing the strongest growth potential, which keywords were driving visibility, and where competitors were gaining traction.

This included:

• Keyword performance analysis
• Competitor research
• Search traffic analysis
• Branded vs unbranded traffic review
• Regional performance analysis
• Product-level insight
• Seasonality planning
• PPC return analysis
• Market demand review
• Commercial opportunity mapping

This level of insight allowed the marketing strategy to be more precise. Instead of applying the same approach across every market, activity could be tailored based on where demand existed and where Mackintosh had the greatest opportunity to increase sales.

The Approach

The continued success of the project came from connecting SEO, PPC and data analysis through a shared commercial strategy.

For Mackintosh, growth was not about increasing traffic at any cost. It was about attracting the right customers and ensuring that marketing investment supported profitable sales growth.

The approach focused on understanding what people were searching for, where they were searching from, which products were most relevant to each market and how seasonal demand affected buying behaviour.

This insight allowed activity to be planned more intelligently. SEO recommendations were shaped by real keyword opportunity and competitor analysis. PPC campaigns were reviewed against sales return and regional demand. Product focus was aligned with the markets most likely to convert.

By bringing these elements together, Dancing Badger helped Mackintosh move from a heavily brand-led search position towards a broader international growth strategy.

Results

Within the first full financial year, Mackintosh achieved strong growth across key international markets.

Key Outcomes

• 80% growth in the EU
• 45% growth in the US
• 32% uplift in overall search traffic
• Brand-specific reliance reduced from 97% of search traffic to 78%
• Unbranded search visibility increased significantly
• Stronger visibility across luxury coats and raincoats
• PPC ROAS improved and outperformed original targets
• Product marketing became more closely aligned with regional demand
• Seasonality was used more effectively to support sales planning
• Data insight directly informed SEO, PPC and growth strategy

Growing International Sales

One of the most important outcomes was the level of growth achieved across international markets.

The EU saw growth of 80% within the first full financial year, while the US achieved growth of 45%. These results were supported by a more detailed understanding of regional demand and a clearer focus on which products should be marketed in each region.

Rather than treating international activity as one broad campaign, the strategy focused on market-specific opportunity. This allowed Mackintosh to improve performance in priority regions while maintaining a premium, brand-led approach.

Reducing Reliance on Brand Search

A key SEO success was reducing reliance on brand-specific search traffic.

Before the strategy was implemented, 97% of search traffic was linked to brand-specific mentions. This meant Mackintosh was capturing demand from users who already knew the brand, but had less visibility among customers searching more generally for luxury coats, raincoats and premium outerwear.

Through SEO consultancy, keyword research and competitor analysis, Dancing Badger identified opportunities to grow unbranded visibility.

Brand-led search traffic now accounts for 78% of search traffic, creating a healthier balance between existing brand demand and new customer discovery. At the same time, overall search traffic has increased by 32%, showing that this shift has contributed to wider organic growth.

Improving Paid Media Return

PPC activity also delivered stronger performance.

By reviewing spend against product demand, regional performance and seasonal trends, Dancing Badger was able to help improve ROAS on PPC spend. Campaigns were shaped around commercial opportunity rather than generic traffic growth.

This ensured that paid activity was focused on the products and regions most likely to generate a strong return, helping Mackintosh outperform original ROAS targets.

A Data-Led Partnership

The Mackintosh project demonstrates the value of combining data insight with specialist digital marketing expertise.

For a luxury brand, marketing performance depends on more than visibility alone. It requires an understanding of the customer journey, product desirability, seasonality, competitor activity and regional buying behaviour.

Dancing Badger’s role was to bring these insights together and turn them into a clear marketing strategy. This allowed Mackintosh to make more informed decisions about SEO, PPC and international growth.

Conclusion

Mackintosh is a strong example of how a heritage luxury brand can use data-led marketing to support international growth.

By combining SEO consultancy, PPC strategy, competitor analysis, seasonality planning and regional product insight, Dancing Badger helped Mackintosh achieve significant growth within the first full financial year.

The results included 80% growth in the EU, 45% growth in the US, a 32% uplift in overall search traffic and a clear reduction in reliance on brand-specific search traffic.

Most importantly, the strategy helped Mackintosh reach more customers searching for luxury coats, raincoats and premium outerwear without compromising the brand’s heritage positioning.

Through a focused, data-led approach, Dancing Badger helped turn search visibility and paid media investment into measurable international sales growth.