PPC, SEO, SMM

Industville

Case Study

UK’s leading vintage lighting brand

Industville are the UK’s leading vintage lighting brand that also produces industrial-style furniture and modern mirrors. Industville came to us looking for a social media marketing and SEO package. The brief was to create an “Industville” style and tone of voice across the website and social media. To grow the social engagement and following on each of the platforms, and to improve domain authority with our SEO work. All leading to a rise in sales and revenue through organic and social traffic sources. Competition on social media is one of the most challenging things for every sector, but in particular interior design due to the bigger and more established brands such as Made.com, Swoon Editions and IKEA.  In addition, as Industville has grown as a brand and expanded into a new modern product range, it’s essential that we don’t lose positions on the important industrial searches. 

Ducard Approach 

Social media has become increasingly popular over the last decade. Therefore, one of the main focuses of this campaign was to create a strong and consistent presence across all social channels. To achieve this, our team have become extremely knowledgeable in the interior design and industrial lighting sectors. As Industville has expanded into producing modern-style lighting and furniture, we’ve conducted keyword research and optimised the site for both industrial and modern search terms to ensure they cater for both styles. Therefore, we have had to ensure we split our time and resource equally, to ensure we keep up the positions.  In addition, as Industville has grown as a brand and expanded into a new modern product range, it’s essential that we don’t lose positions on the important industrial searches. 

Challenges 

Competition on social media is one of the most challenging things for every sector, but in particular interior design due to the bigger and more established brands such as Made.com, Swoon Editions and IKEA.  In addition, as Industville has grown as a brand and expanded into a new modern product range, it’s essential that we don’t lose positions on the important industrial searches. To achieve this, we’ve had to think about the purchasing journey for customers and the thought process they go through. We’ve implemented different post types across social media, helping to keep content fresh, which would not only increase engagement on the platforms and grow followers but also increase click-throughs to the website. 

The Industville style is now apparent and consistent across all social channels, which has helped to strengthen the brand’s positioning.  Within the first year of the campaign, we increased the number of sessions to the site from social media by 59% and lowered the bounce rate by 4%. In three and a half years, we’ve helped grow sessions from social media by 489% and decreased the bounce rate by 12%.  We’ve helped Industville grow from 6,000 followers to 53,000 on Instagram, a 783% increase. On Facebook, we’ve helped grow the page from 28,000 to 118,000, a 321% increase.   

When the campaign started Industville’s domain authority was 28 and now sits at 40; we’ve secured high-quality, authoritative links through outreach, which has complemented our SEO works, where we’ve helped to secure Industville with first-page rankings for 60% of their organic keywords.  When the campaign started Industville’s domain authority was 28 and now sits at 40; we’ve secured high-quality, authoritative links through outreach, which has complemented our SEO works, where we’ve helped to secure Industville with first-page rankings for 60% of their organic keywords.  With the new product range, we’re having to carefully split our time and resource to ensure that we don’t lose positions on the important searches, such as industrial/vintage lighting, while building up authority for the modern searches.

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