Mallet London

Mallet London is a British brand that has been transforming the footwear industry with its innovative designs and dedication to craftsmanship since 2015. Inspired by unattainable market prices and driven by evolving trends, the brand was founded on the principles of creating luxury footwear at accessible price points. The brand’s evolution mirrors its humble North East London origin, with styles named after local streets and neighbourhoods symbolising its aspirational journey from the roots of the city to the pinnacle of the footwear industry.

At Climb & Conquer, we have the privilege of partnering with Mallet London to enhance their digital presence and drive remarkable growth so far. Leveraging our expertise in SEO and Google Ads, we implemented a tailored strategy that delivered outstanding results and we’re only less than 3 months into the campaigns. This case study delves into our collaborative efforts with Mallet London, illustrating the impact of targeted digital marketing in propelling a brand to new heights.

What we did:

To ensure a deep understanding of Mallet London’s brand and objectives, we began with an in-person orientation that included product training and a comprehensive history of the company. This thorough immersion allowed us to align our strategies closely with the brand’s vision and goals. Additionally, we developed a robust reporting framework that provided Mallet London with transparent and detailed insights, building confidence in the efficacy of both channels over time.

SEO:

1. Foundational Improvements: We started with the basics, addressing technical SEO, content optimisation, loading speed, and internal structure to name a few. No stone was left unturned to ensure a solid foundational setup that could support further growth.
2. New Acquisition Channels: We expanded Mallet London’s reach by creating buying guides, engaging brand storytelling, and conducting thorough competitor analysis. This multi-faceted approach helped attract new customers and increase brand visibility.
3. Localisation Strategies: Targeting key territories such as the UK, EU, and US, we implemented local strategies to enhance relevance and engagement. We continue to work on hyper-localisation to maximise local market penetration.
4. Sales and Product Launch Support: Our team provided continuous support for internal sales efforts and new product launches, ensuring these initiatives were effectively promoted and optimised for search.
5. Commercially Oriented Search Partnership: We positioned ourselves as a proper, commercially oriented search partner, aligning SEO efforts with Mallet London’s business objectives to drive measurable commercial outcomes.

PPC:

1. Campaign Overhaul: We transformed Mallet London’s simplistic two-campaign setup into a dynamic, 10+ campaign structure. This overhaul allowed for more precise targeting and better allocation of resources and budget.
2. Testing Frameworks: Implementing rigorous testing frameworks, we challenged existing business narratives and let data and expertise guide our decisions, optimising the account for performance.
3. Dynamic Product Tiering and Labelling: By tiering products and utilising dynamic labelling, we ensured that the best products were served to the right audience at the optimal time, enhancing the relevance and effectiveness of ads.
4. Full Account Ownership: Taking full ownership of the PPC account, we focused on driving Return on Ad Spend (ROAS) through diligent maintenance and continuous optimisation. We run everything from campaigns like Performance Max through to more traditional search campaigns; it’s a highly evolved and dynamic account.

Throughout both campaigns, we maintain regular updates and communication with Mallet London. Weekly calls, detailed commentary, and a live dashboard allowed for real-time monitoring of performance and ensured that all stakeholders were aligned and informed. This collaborative approach facilitated a seamless partnership and contributed to the remarkable success achieved in a short period.

What we achieved:

• 300% uplift in Non-branded ROAS.
• 130% up on organic revenue vs. previous year.
• 96% increase in organic clicks for non-branded traffic.
• Taking the business from ranking only for branded terms into first page positions for over 80 non-branded keywords, driving sales through terms like “Mens Designer Trainers”, “Mens Designer Sliders” and “Women’s Designer Trainers”. We’re still at the cusp of this account (under 3 months) and we have gone from positions 200+ to <20 in such a short period of time.
• Reduced their marketing spend and hit commercial goals within the business – creating serious profitability growth within search.
• Continue to be a strategic partner for the business with a fully comprehensive search retainer.