Paid Social - Dancing Badger

Not every customer converts the first time they visit your website. Many people browse, compare options, read reviews, look at pricing, view products, add items to a basket or visit important service pages before leaving without taking action. That does not necessarily mean they are not interested. Often, it simply means they are still considering their options.

This is where retargeting campaigns become valuable. Retargeting allows businesses to re-engage people who have already interacted with their website, brand, products or content. Through platforms such as Google and Meta, businesses can create audiences based on previous behaviour and show relevant advertising to people who already recognise the brand.

Compared with completely cold advertising, retargeting starts with an important advantage: some form of previous interaction has already taken place. The user may have viewed a product, read a service page, explored pricing, clicked a call to action or started a checkout. That previous behaviour provides useful context for deciding what message should come next.

The purpose is not simply to follow somebody around the internet with the same advert. Good retargeting is more considered than that. It uses audience behaviour, timing, creative and message relevance to give potentially valuable visitors another reason to return when they are ready to take the next step.

Most conversions are journeys, not moments. Retargeting helps a business remain relevant between somebody’s first visit and the point where they are ready to act.

Core principle Retargeting works best when it responds to intent. Someone who read one article, viewed five products and abandoned a checkout should not all receive the same message.

01 Why retargeting matters

The first visit often creates interest rather than an immediate conversion

Websites are frequently judged by the number of visitors who convert during their first session, but that can oversimplify the way people make decisions. Many purchases and enquiries require more than one interaction. Customers may want to compare alternatives, check reviews, discuss the decision with somebody else or simply wait until the timing is right.

This is especially true for higher-value products, professional services, considered purchases and businesses where trust plays an important role. A visitor can be genuinely interested without being ready to fill in a form or complete a transaction at that moment.

Without retargeting, the business may rely entirely on that person remembering the brand, returning through search or navigating back later on their own. Retargeting creates another route back into the journey.

Used well, this supports both PPC and paid social activity because the advertising strategy can distinguish between attracting new visitors and reconnecting with people who have already shown some level of interest.

Stage 01 Initial visit

A user discovers the website through search, advertising, social media, a referral or another marketing channel.

Stage 02 Intent signal

They view a product, explore a service, visit pricing, add something to a basket or complete another meaningful action.

Stage 03 Relevant reminder

Retargeting keeps the brand visible with advertising that reflects the user’s earlier behaviour and stage in the journey.

Stage 04 Return visit

The visitor comes back with greater familiarity and another opportunity to enquire, buy, book or take the next step.

Retargeting does not create intent from nothing. Its strongest role is giving existing intent another opportunity to become action.

02 A warmer audience

Previous behaviour gives you more context for the next message

One of the biggest benefits of retargeting is that it focuses on an audience that already knows something about the business. These users have moved beyond complete unfamiliarity. They may recognise the brand, understand the proposition or already know the particular product or service they are interested in.

That does not mean every previous visitor is automatically valuable. Someone who accidentally reached a page and left immediately should not necessarily receive the same attention as someone who repeatedly viewed a product or started an enquiry.

The advantage comes from using behaviour to identify different levels of intent. A visitor who reads an educational article may still be early in the research stage. Someone who views pricing or checks delivery information may be further along. Someone who begins checkout or starts completing a lead form may be showing much stronger intent.

This allows campaign strategy to become more relevant. Rather than continually asking every visitor to “buy now” or “get in touch”, businesses can tailor the message to the stage the visitor appears to be in.

Familiarity

The brand is no longer completely new

Previous visitors may already recognise the business, reducing some of the initial uncertainty associated with a first interaction.

Intent

Behaviour provides useful signals

Product views, service-page visits, basket activity and other actions can indicate what somebody is interested in.

Relevance

Messaging can be more specific

Creative can respond to the part of the journey the visitor has already reached instead of restarting with generic awareness messaging.

Efficiency

Existing traffic gets another opportunity

Retargeting helps businesses continue working with traffic they have already generated rather than relying solely on finding new visitors.

03 Ecommerce and lead generation

The retargeting opportunity changes depending on what the website is trying to achieve

For ecommerce websites, retargeting can be particularly useful because visitor behaviour often provides strong clues about product interest. Somebody may browse a category, repeatedly view one item, add a product to their basket or begin checkout without completing the purchase.

Where the platform, consent setup and available data support it, product-led retargeting can reconnect that visitor with relevant products or ranges. The messaging might focus on the exact product they considered, useful delivery information, customer reviews, returns reassurance or another factor that helps reduce hesitation.

Lead-generation businesses have a different journey. Someone may read several service pages, visit the team page, review a case study or begin completing an enquiry form before leaving. In that situation, the most useful retargeting message may be less about urgency and more about expertise, reassurance and trust.

A visitor considering a professional service could be shown content that reinforces the business’s experience, highlights a relevant case study or brings them back to a focused landing page. This is where retargeting can work particularly well alongside website design and conversion rate optimisation. The advert brings the person back, but the website still needs to convert the renewed interest.

Ecommerce retargeting

Product viewer Reinforce the product, its benefits, reviews or relevant alternatives rather than returning immediately to broad brand messaging.

Basket abandoner Bring the shopper back to a familiar purchase journey and address common friction around delivery, returns or confidence.

Previous customer Where appropriate, promote complementary products, new ranges or relevant repeat-purchase opportunities rather than treating them as a new prospect.

Lead-generation retargeting

Service-page visitor Reinforce the proposition and make it easier to return to the exact service or solution they were researching.

High-intent researcher Use testimonials, relevant case studies, credentials or specialist content to strengthen confidence before the enquiry.

Incomplete enquiry Remove unnecessary friction and give users another clear route to call, book or submit their details when they are ready.

Retargeting becomes more useful when the advert reflects what the visitor has already done instead of repeatedly showing everybody the same generic message.

04 Support the full customer journey

Not every visitor is ready to buy at the same point

Retargeting is valuable because it recognises that customers move through different stages of consideration. Some are still discovering the problem they need to solve. Others are comparing suppliers, reviewing products or waiting until they have the budget, time or internal approval required to move forward.

A single website visit cannot always resolve that entire journey. Paid social retargeting can help keep a brand visible while customers continue considering their options, while search and display activity can support later stages where users are still researching or returning to relevant categories.

The key is to avoid treating every stage as though conversion should happen immediately. Earlier-stage audiences may respond better to helpful content, demonstrations, customer stories or useful guides. Higher-intent users may need pricing clarity, delivery information, reassurance or a stronger call to action.

This makes retargeting part of a wider growth strategy. Rather than judging every advert only by immediate conversion, businesses can use different campaign layers to support the progression from awareness to consideration and finally to action.

05 Get more from existing traffic

Retargeting helps make previous marketing activity work harder

Another advantage is improved marketing efficiency. Driving new visitors to a website can be expensive, particularly in competitive markets. Businesses invest in SEO, paid search, paid social, content, email, partnerships and other activity to generate traffic.

Not every one of those visits will create an immediate outcome. Retargeting gives some of that existing audience another opportunity to return rather than treating every non-converting session as a dead end.

This is important because acquisition and conversion should not be viewed as completely separate problems. A business can continue increasing advertising spend to generate more traffic, but if useful visitors repeatedly disappear after one session, improving the follow-up journey may be a more efficient opportunity.

That does not mean retargeting should replace customer acquisition. Businesses still need new audiences. The stronger approach is usually a balance: prospecting activity introduces the brand to relevant new people, while retargeting helps continue the conversation with those who show genuine interest.

06 Segment by behaviour

Strong retargeting audiences are built around meaningful differences in intent

One of the biggest mistakes in retargeting is creating one large audience containing everybody who has visited the website and then showing all of them the same advert.

A visitor who read one blog article is not necessarily in the same position as somebody who viewed a service page several times. A product browser is not the same as a basket abandoner. A previous customer may need completely different messaging from somebody who has never converted before.

Segmentation makes the advertising more relevant. It allows businesses to create audiences based on behaviour and decide what each group is most likely to need next.

Early intent

Content readers

These users may still be researching and could benefit from useful educational or problem-solving content.

Keep messaging helpful rather than overly sales-led
Introduce relevant services or deeper content
Build familiarity gradually

Consideration

Service-page visitors

These users have shown interest in a defined area of the business and may need stronger proof before enquiring.

Use relevant case studies
Highlight testimonials or expertise
Return users to the relevant service

Product intent

Product viewers

Product interest can support more specific creative around the items or categories somebody has already explored.

Reinforce key product benefits
Use reviews or reassurance
Keep the route back to purchase simple

High intent

Basket abandoners

These visitors have moved further into the buying journey and may need help overcoming the final barriers to purchase.

Address delivery and returns concerns
Provide relevant reassurance
Avoid unnecessary distractions

Lead intent

Form starters

Someone who started an enquiry may be interested but uncertain, interrupted or not yet ready to complete it.

Strengthen trust
Offer alternative contact routes
Reduce unnecessary form friction

Existing customer

Previous converters

Customers should usually be treated differently from unconverted prospects and can often be excluded from acquisition messaging.

Consider repeat-purchase opportunities
Promote genuinely complementary offers
Exclude them when the original objective is complete

07 Manage frequency and creative

Retargeting should remind and persuade, not make the brand feel unavoidable

It is equally important to manage frequency. The fact that somebody visited a website does not mean they want to see the same advert repeatedly for weeks afterwards.

Excessive repetition can create creative fatigue and weaken brand perception. Instead of making a business feel relevant, it can make the advertising feel intrusive or stale.

Campaigns should therefore be monitored for frequency, audience size and creative performance. Advertising should also evolve as the audience moves further away from the original website visit. A basket reminder may be appropriate shortly after a session but far less relevant weeks later.

Creative variation matters too. Different headlines, visuals, products, benefits, testimonials or calls to action can help campaigns remain useful rather than simply repeating the same message.

Healthy retargeting

Message changes with intent Content readers, product viewers and basket abandoners receive advertising that reflects their different stages.

Creative is refreshed Visuals and messaging evolve rather than relying on one advertisement indefinitely.

Audiences expire or are excluded Users are not kept in the same retargeting pool forever, and completed converters can be removed where appropriate.

Creative fatigue

The same advert follows everyone Broad visitor audiences receive identical messaging regardless of the page or action that created the audience.

Repetition becomes excessive The user repeatedly sees the same creative without any new information or reason to reconsider.

The campaign ignores completed actions Customers continue receiving acquisition messages for something they have already bought or completed.

08 Measure what retargeting contributes

The goal is not simply to generate more retargeting clicks

Retargeting should be measured against the commercial outcome it is meant to support. Depending on the campaign, that may include enquiries, sales, bookings, cost per acquisition, revenue or return on advertising spend.

Engagement metrics still have a role, but they need context. A high click-through rate is not especially useful if those users repeatedly return without taking meaningful action. Equally, a campaign with fewer clicks may still be valuable if those visits convert at a stronger rate.

Businesses should also remember that retargeting audiences are naturally different from cold audiences. Someone who has already visited the website may have converted later even without seeing another advert. This is why performance should be reviewed carefully rather than assuming every attributed conversion was created entirely by the retargeting campaign.

Combining advertising data with website analytics and tools such as DB Analytics can help provide a clearer picture of what users did before and after returning to the site.

Reach & frequency Are we staying visible sensibly?

Check whether the campaign is reaching enough of the intended audience without relying on excessive repetition.

Engagement Are people returning?

Clicks and landing-page activity can show whether the message is creating enough interest to bring previous visitors back.

Conversion Did the return visit create action?

Measure enquiries, purchases, bookings or other meaningful outcomes rather than focusing only on advertising engagement.

Commercial efficiency Did the campaign add value?

Review cost per acquisition, revenue and wider return alongside the role retargeting played within the overall journey.

09 Privacy and audience availability

Modern retargeting also depends on responsible data and consent practices

Retargeting has become more complex as privacy expectations, browser behaviour and advertising platforms have evolved. Businesses should not assume that every website visitor can or should automatically become part of an advertising audience.

Audience creation and measurement may depend on the visitor’s consent choices, the technologies used on the website and the rules of the advertising platform. This means the wider tracking setup needs to be considered alongside campaign strategy.

A well-managed implementation should therefore connect website tracking, consent management, audience definitions and campaign reporting. Marketing teams and developers need to understand what data is being collected, what it is being used for and whether the resulting audiences are appropriate.

This is another reason why retargeting should be treated as part of a broader digital system rather than a standalone media tactic. Good campaign strategy depends on reliable tracking, sensible data governance and a website experience that deserves another visit.

10 What to review

A strong retargeting strategy starts with audience logic rather than simply switching the campaign on

Before building a retargeting campaign, it is worth deciding which behaviours genuinely matter. Which pages indicate buying or enquiry intent? How long is the typical customer decision cycle? Which users should be excluded? What message would actually help each audience make progress?

These questions help avoid broad, repetitive campaigns that spend money simply because an audience exists. They also make measurement easier because each audience and campaign has a clearer purpose.

Ten useful questions to ask before launching or reviewing a retargeting campaign.

Which website behaviours indicate meaningful intent?

Are low-value visitors being separated from higher-intent audiences?

Does the advert reflect what each audience has already viewed or done?

Are ecommerce and lead-generation audiences treated differently where needed?

Are existing customers or completed converters excluded from irrelevant acquisition ads?

Is campaign frequency being monitored for signs of creative fatigue?

Is creative refreshed regularly enough to remain useful?

Does the landing page continue the message shown in the retargeting advert?

Are conversions and commercial outcomes being tracked accurately?

Does the audience setup respect the website’s consent and privacy framework?

11 The wider conversion opportunity

Retargeting works because conversion is rarely a single-touchpoint decision

Ultimately, retargeting is valuable because it reflects how people actually make decisions. Customers often need several interactions before they are comfortable buying, enquiring or booking. They discover a brand, investigate the offer, compare alternatives, leave, return and gradually build enough confidence to act.

Retargeting helps businesses stay visible during that process. Used alongside Google and paid social campaigns, it can reconnect interested visitors with the products, services and evidence they have already shown an interest in.

But retargeting should not be judged in isolation. The strongest results come when advertising, audience segmentation, landing-page experience, tracking and conversion optimisation work together.

A well-planned retargeting strategy therefore does more than recover traffic that might otherwise disappear. It can help businesses maximise conversion opportunities, improve the efficiency of wider marketing activity and turn more valuable website visitors into customers over time.

The role of retargeting in conversion

Retargeting is not about chasing every visitor. It is about recognising valuable intent and giving the right people a relevant reason to return.

When audiences are segmented carefully, creative reflects real behaviour and the website delivers a strong return experience, retargeting becomes an important part of a joined-up conversion strategy rather than simply another advertising campaign.

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.

+123%

growth in unbranded keyword visibility

A 123% increase in unbranded keyword visibility helped Mackintosh reach more new customers through organic search, driving stronger non-brand traffic and supporting overall sales growth within the luxury sector.

View the Mackintosh project

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.

Overview

LOVE BRAND & Co is a luxury beachwear and resort wear brand with a distinctive purpose-led identity. Known for timeless island-inspired collections, premium fabrics and conservation-led storytelling, the brand operates in a highly competitive international fashion market where seasonal demand, product discovery and brand positioning all play a critical role in commercial performance.

Dancing Badger has worked with LOVE BRAND & Co since 2017, supporting the brand across SEO, PPC, paid media, growth strategy and data analysis. Over that time, the relationship has developed into a long-term strategic partnership, with Dancing Badger acting as an extension of the brand’s in-house marketing team.

The result has been significant year-on-year growth, with sales increasing by more than 6,500% since the start of the partnership.

The Client

LOVE BRAND & Co creates luxury beachwear and timeless resort wear for men, women and children. The brand combines refined summer style with a strong commitment to wildlife conservation and environmental responsibility.

With an international customer base, seasonal trading peaks and a premium product range, the brand needed a marketing partner that could support both short-term revenue performance and long-term strategic growth.

The Challenge

As LOVE BRAND & Co continued to grow, the brand required a marketing approach that could scale with the business. This meant more than simply managing paid advertising campaigns or advising on SEO in isolation.

The challenge was to build a joined-up digital growth framework that could support:

Sustainable year-on-year revenue growth
Strong paid media performance across Google and Meta
International eCommerce expansion
Clear visibility over channel performance
SEO consultancy aligned with internal implementation
Better understanding of market trends and customer behaviour
Forecasting that could support wider financial planning
Actionable insight to inform future retail decisions

LOVE BRAND & Co needed a partner that could work closely with its in-house team, understand the brand’s premium positioning and provide commercially useful insight across multiple channels.

Our Role

Dancing Badger supports LOVE BRAND & Co across a wide range of digital marketing services, combining strategic direction, channel expertise and data-led decision-making.

SEO Consultancy

LOVE BRAND & Co manages SEO implementation internally, with Dancing Badger providing consultancy, direction and oversight. This includes identifying organic growth opportunities, advising on technical SEO, supporting content priorities and ensuring that SEO recommendations align with the wider commercial strategy.

This consultancy-led model allows the internal team to retain control of implementation while benefiting from specialist SEO guidance and ongoing strategic input.

PPC: Google Ads

Dancing Badger manages Google Ads activity for LOVE BRAND & Co, with a focus on profitable growth, strong return on ad spend and budget efficiency.

The paid search strategy is designed around commercial intent, product demand, seasonal performance and revenue targets. Campaigns are continuously reviewed and refined to ensure budget is allocated where it can deliver the greatest return.

A key part of the approach is annual forecasting. Each year, Dancing Badger produces a paid advertising forecast that supports LOVE BRAND & Co’s financial planning. This helps the client understand expected spend, projected revenue, return expectations and the role paid media will play in the year ahead.

Paid Social: Meta Ads

Alongside Google Ads, Dancing Badger manages paid social advertising across Instagram and Facebook through Meta.

For a premium lifestyle brand, paid social plays an important role in product discovery, storytelling, remarketing and demand generation. Campaigns are developed to support seasonal launches, key collections, promotional periods and full-funnel growth.

By combining creative testing, audience refinement and commercial analysis, Meta activity is managed as part of a wider performance strategy rather than as a standalone channel.

Growth Strategy

Dancing Badger works closely with LOVE BRAND & Co to support wider growth planning. This includes reviewing trading patterns, analysing performance by market, identifying opportunities for expansion and helping shape the digital roadmap.

The partnership is built around long-term growth rather than short-term campaign delivery. As LOVE BRAND & Co’s ambitions have increased, Dancing Badger has helped raise expectations while continuing to deliver against the targets set.

Data Analysis & Insights

Data is central to the partnership. Dancing Badger uses a combination of DB Analytics, GA4 and Similarweb to build a clearer picture of performance.

This includes:

Website performance analysis
eCommerce revenue tracking
Paid media reporting
Customer journey analysis
Attribution review
Market share analysis
Competitor benchmarking
Trend identification
Retail planning insight

Similarweb is used to support market share and competitor analysis, helping the brand understand its position within the wider market. DB Analytics and GA4 provide deeper insight into website behaviour, sales performance and customer journeys.

This regular data analysis helps LOVE BRAND & Co make more informed decisions about marketing, merchandising, retail planning and growth opportunities.

The Approach

The success of the partnership has come from building a joined-up strategy across marketing, data and commercial planning.

Rather than treating SEO, PPC, paid social and analytics as separate workstreams, Dancing Badger connects them through a shared growth strategy. Paid media performance is reviewed alongside retail priorities. SEO opportunities are considered in the context of product demand and customer behaviour. Data insights are used to inform future planning, not just retrospective reporting.

This joined-up approach means that marketing activity is always aligned with the brand’s wider commercial goals.

Results

Since Dancing Badger began working with LOVE BRAND & Co in 2017, the brand has achieved significant year-on-year growth.

Key Outcomes

Sales have increased by more than 6,500%
A long-term client relationship has been established since 2017
Dancing Badger operates as an extension of the in-house marketing team
Google Ads activity consistently delivers above the client’s target ROAS
Paid social activity supports brand growth, product discovery and seasonal demand
Annual paid advertising forecasts support financial planning
Regular data insights help inform the retail plan
Market and competitor analysis supports strategic decision-making
Growth expectations have increased year on year, with performance continuing to exceed targets

Consistently Exceeding ROAS Targets

One of the strongest indicators of success has been the ability to consistently deliver above target ROAS.

Each year, LOVE BRAND & Co sets budgeted expectations for paid advertising performance. Dancing Badger uses these targets to build forecasts, structure campaigns and plan media investment. As the brand has grown, expectations have increased, but performance has continued to exceed the agreed targets year on year.

This has allowed paid media to become a reliable and scalable growth channel for the business.

Supporting Financial and Retail Planning

The partnership goes beyond marketing execution. The annual paid advertising forecast produced by Dancing Badger forms part of LOVE BRAND & Co’s wider financial planning.

This gives the client a clearer view of what paid media can contribute to the business, how budgets should be allocated and what level of return can be expected.

Regular insight also supports retail planning. By analysing customer behaviour, channel performance, market share and competitor trends, Dancing Badger helps identify opportunities, gaps in the market and areas of growing demand.

This insight helps LOVE BRAND & Co make more confident decisions about future collections, seasonal priorities and commercial direction.

A Long-Term Extension of the In-House Team

A key strength of the relationship is the way Dancing Badger works alongside LOVE BRAND & Co’s internal team.

Rather than operating as an external supplier focused only on campaign delivery, Dancing Badger acts as a strategic partner. The relationship is collaborative, responsive and commercially focused, with regular communication and shared accountability for performance.

This long-term partnership model has helped create consistency, trust and momentum over multiple years of growth.

Conclusion

LOVE BRAND & Co is a strong example of what can be achieved when digital marketing is treated as a long-term growth partnership.

Since 2017, Dancing Badger has supported the brand across SEO consultancy, Google Ads, Meta advertising, growth strategy and data analysis. Through a combination of channel expertise, forecasting, insight and strategic planning, the partnership has helped deliver more than 6,500% sales growth.

By consistently exceeding ROAS targets, supporting financial planning and using data to inform future retail decisions, Dancing Badger has helped LOVE BRAND & Co scale with confidence while preserving the brand’s premium positioning and long-term vision.

Retargeting creates another opportunity between the first website visit and the final decision.

Previous interaction gives marketers four useful advantages.