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Novos reinvigorates Piglet in Bed’s SEO strategy


By Chris Sutcliffe | Senior reporter

June 21, 2023 | 4 min read

The campaign won in the Search category at The Drum Awards for Marketing EMEA 2023.

A Piglet in Bed bedspread on a bed in a light and airy room

The campaign required careful reappraisal of the sleepwear brand's digital assets / Piglet in Bed

Novos didn’t sleep on the job when tasked by luxury sleepwear brand Piglet in Bed to drive growth in the UK and US through search.

The Brief

Everyone loves a good night’s sleep, which has led to incredible competition among luxury bedding and sleepwear brands. Piglet in Bed aimed to reduce its marketing spend while maintaining steady growth in the UK and also expanding its presence in the US market.

The primary focus was to improve non-branded organic search rankings, establish authority on relevant topics in Google, enhance performance in the US market and attain top 5 rankings in search engine results pages (SERPs) for its primary keywords.

Most importantly, it sought to reduce its overall marketing expenditure while continuing to drive ambitious growth in both the UK and its newly launched US market.

The Idea

The brand turned to Novos to develop a plan to achieve those goals. In turn, Novos developed a combination of technical SEO and digital PR techniques to address Piglet in Bed’s objectives. The strategy aimed to optimize its website for improved rankings, enhance its visibility on Google for linen bedding-related topics and outperform key competitors in the UK market.

Additionally, Novos targeted the US market to expand Piglet in Bed’s customer base and achieve significant growth. The strategy prioritized cost efficiency and revenue generation – exactly what Piglet in Bed needed.

To do so, the team conducted a thorough website audit to identify areas for improvement. It also implemented on-page SEO tactics, including keyword optimization, meta tag enhancements and website structure optimization.

The Results

The campaign achieved a remarkable 179% increase in non-branded organic search, surpassing expectations. As a result, the brand established its authority on linen bedding-related topics in Google, enhancing brand visibility and trustworthiness.

It attained top 5 positions in SERPs for primary keyword goals and reduced overall marketing campaign costs by over 21% while achieving desired results. Most importantly of all, it enjoyed a 7% increase in revenue despite the reduction in marketing expenditure – all as a result of the clever reappraisal of its digital assets by Novos.

This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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