W Atelier

Client Story

At A Glance

32%

New channel revenue grew by 32%

55%

Social Media Engagement grew by 55%

42%

Followers increased by 42% organically

Backstory

W. Atelier is a luxury home furnishings and accessories retailer in Singapore. After establishing themselves as the exclusive distributor of TOTO in 1979, W Atelier has grown to be a household name in bathroom fixtures, kitchen fixtures, and living room furniture.

Clearly seen in their growth, W Atelier prides themselves on continuous improvement to best serve their customers and business partners. They do good in the world by operating with excellence and advocating for the preservation of natural resources.

After a global pandemic shook the retail industry in early 2020, W Atelier needed help navigating a new, digital world.

Backstory

W. Atelier is a luxury home furnishings and accessories retailer in Singapore. After establishing themselves as the exclusive distributor of TOTO in 1979, W Atelier has grown to be a household name in bathroom fixtures, kitchen fixtures, and living room furniture.

Clearly seen in their growth, W Atelier prides themselves on continuous improvement to best serve their customers and business partners. They do good in the world by operating with excellence and advocating for the preservation of natural resources.

After a global pandemic shook the retail industry in early 2020, W Atelier needed help navigating a new, digital world.

Challenge

When W Atelier approached the team at Brew Interactive, there were a few key challenges they needed help overcoming.

First, as a carrier of numerous home brands, they have the task of marketing loads of new products and models on a regular basis. But this is a difficult task when new models are being introduced regularly by their 15+ brands.

They needed help making noise in the market so that their target audience was constantly aware of new products and models.

Second, they needed help navigating the global pandemic of 2020. Previously, W Atelier relied heavily upon their showrooms where customers could shop around, feel, and try out their furniture. The final purchase often did take place online, but shopping was typically done in person.

Their website offered little in the way of consumer experience.

After getting to know their business, goals, and challenges, the Brew Interactive team put together a comprehensive marketing solution focused on increasing revenue through:

  • Increased awareness of all brands, products, and models
  • Digital transformation to improve the online shopping experience

The Solutions

Persona Creation & Documentation

W Atelier has two primary audiences: luxury consumers and architects. These are very different audiences, so we wanted to start our campaign by drilling into each audience and creating detailed buyer personas.

We sat down with the W Atelier team to dig deep into their ideal customer profiles – uncovering their demographics, income levels, backgrounds, aspirations, and much more. We wound up creating two distinct personas: Consumer Charly and Architect Aaron.

These personas would be the foundation of our campaign, helping us determine which platforms to focus on and what kind of messaging to employ.

Social Media Content Plan

We knew social channels would be key in regularly promoting awareness for new products and models, so we put together a comprehensive channel-by-channel content management plan for W Atelier.

We helped them align messaging with product type and recommended the platforms and channels that would be most effective based on our research.

We put together a robust plan that led to top notch results.

Facebook & Instagram Social Media Management

In addition to crafting a comprehensive content plan, we supported W Atelier with Facebook and Instagram social media management.

We helped them design, write, and publish highly engaging content.

Thanks to this data, we were able to rapidly A/B test creative, messaging, and copy for The FinLab in order to optimize their ads quickly – instead of waiting months to gather adequate data.

Built a Facebook Chatbot

As social media followers and engagement grew, we wanted to help W Atelier capture their audience directly on the Facebook platform itself. Many of these buyers are ready to buy and are actively researching.

To take advantage, we built a Facebook Chatbot to answer questions and direct users on their page.

Helped Launch Marketplace eCommerce Stores

Prior to the pandemic, W Atelier relied heavily on their showrooms to drive sales. For months, this was no longer an option. They needed a digital transformation in order to continue driving business.

We helped them launch marketplace eCommerce stores for all of their brands on Shopee and Lazada.

Performed Product SEO on the marketplaces

Not only did we help W Atelier launch their marketplaces, we also optimized these online stores for search engines.

We focused on optimizing the brand pages, category pages, and product pages – relying on product SEO best practices to earn these marketplace products top rankings for relevant searches.

Ran Data-Driven Ads for Marketplace Products

In addition to optimizing their marketplaces for product SEO, we also ran data-driven ads to generate sales on their new marketplaces.

Thanks to Brew’s proprietary third party media data, we were able to rapidly test copy, creative, and other variables across their ads. This allowed our team to quickly optimize their campaigns for maximum return, rather than taking weeks or months to dial them in.

New channel sales increased by 32% – even during the pandemic!

Increased Site Traffic Through SEO

Lastly, we focused on improving their site’s SEO. We updated content and implemented on-page optimizations to improve rankings for brands they carried.

Results

Thanks to our campaign, W Atelier was able to grow despite a global pandemic. While many other retailers were scrambling to stay afloat, W Atelier actually saw an increase in sales.

Our marketing efforts helped them:

Grow new channel revenue by 32%
Increase social media engagement by 55%
Increase followers by 42% organically

W Atelier posted a phenomenal year, and is able to continue serving their audiences with top-of-class products and service.

Want similar results?
Get in touch to see how we can help.

BREW INTERACTIVE

Digital Marketing Agency in Singapore

  •  
  •  

SUBSCRIBE

CONTACT US

111 North Bridge Road, #08-11, Singapore 179098 info@brewinteractive.com

RESOURCES