Scaling Paid Media activity for furniture brand Chiltern Oak

About the client

Chiltern Oak are a family run pure play furniture business established in 2017.

Relatively new to the market, they have taken a digital-first approach and seen exponential growth in the last 3 years.

Objectives

Chiltern Oak Furniture wanted to increase market share by driving more qualified traffic to its site, helping customers to experience, browse and shop from their wide selection of oak furniture.

Scaling their business through Shopping and Search was challenging, with the market dominated by established businesses with a lot of history and strong customer base. However, while COVID-19 caused major disruptions for the other brands, Chiltern Oak Furniture was already aligned with the changing expectations of the new at-home consumer.

Our strategy

Through keyword research, we had identified a number of new high-quality keywords to improve non-brand conversion rate by 45%.

We overhauled text ads to provide more relevancy and increase engagement, seeing a 24% increase in CTR.

We restructured the campaigns into performance-based pots by pulling performance data per product ID. This allowed us to ensure top products get the budget to generate high revenue figures, while products with low visibility have a chance to provide incremental revenue growth.

To counter the issue of product ranges changing regularly, we automated our ads using the live product feed to ensure the price in the text ad was always current and we were never serving out of date information.

The results

All our initiatives helped contribute toward the best overall month on record for the business – comfortably surpassing yearly revenue targets in only the first half of the year. Our future strategy will be centred around integration and building strong relationships with the new customers acquired to sustain and dominate the oak furniture market.

• 89% increase in sales through generic terms
• 400% increase in revenue from Q1 to Q2
• 66% improvement of ROAS