M.I.H wanted Verb to help them grow their overall online strategy through an integrated marketing approach.
01.OVERVIEW
Initially founded by Chloe Lansdale’s Godfather in 1969, the Chief Creative Officer re-launched the London denim brand, Made in Heaven, as M.i.h Jeans in 2006. The seminal rise of London’s youth counter-culture and the global emergence of jeans as the uniform of choice for the young, the hip and the rock ‘n’ roll.
02.THE CHALLENGE
M.i.h wanted to grow their overall online strategy through an integrated marketing approach.
The challenge we encountered when working with the luxury denim brand was overcoming the competition from resellers bidding on the M.i.h. brand and finding a solution to make M.i.h customers go directly through the brand’s own website, instead of going through a reseller.
They had a good level of domain authority and brand awareness but it needed to be boosted through more branded content on the site and outreach activity/backlinks.
There was also an issue with the US site not being correctly indexed causing confusion to Google USA which we provided recommendations and coding for the issues to be fixed.
03.THE SOLUTION
The team at Verb managed to hugely increase online sales results through paid search by adding high attention to account structure logic, leveraging analytics data and utilising strategic audiences. In order to increase visibility on search, we also include shopping feed rules and data manipulation to optimise shopping campaigns and compete against competition.
We advised and guided their developers on a number of technical issues to improve over SEO and visibility. Main issues were related to content, page speed, hreflang, robots.txt file and 404s.
04.RESULTS
The overall visibility of the M.i.h keywords increased in both the UK and US due to the technical recommendations and implementations that were made. This also contributed towards an average YoY improvement in conversion rate and bounce rate.
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If you’re interested to see what we can do for your brand or learning more about us, our work, or our process, please get in touch.
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