In a competitive search landscape, it’s harder than ever for brands to be seen. Digital PR builds the right reputation, enhances visibility and boosts organic traffic.

Luxury marketing is boutique for a reason: it’s hard to build a solid reputation. Standing shoulder-to-shoulder with global design houses takes more than quality products. It takes presence.

So, this challenge wasn’t about gaining traction just anywhere – it was about meeting the right demographic. At the right time. In the right place. 

Online luxury homeware brand LUSSO wasn’t looking for a typical organic growth strategy. It needed to increase traffic, while maintaining the exclusivity expected in the luxury market. The focus was credibility. We needed to scale organically, through quality placements, and show up in relevant places where the right demographic was paying attention, and would ultimately become long-term customers.

We made the bold choice to scrap outdated KPIs, such as domain rating, and started tracking relevancy; something that would really dominate the SERPs for a luxury brand like LUSSO.

We designed a Digital PR and SEO strategy that put quality first. No vanity metrics. Just relevant traction in the right places. 

We made the bold choice to scrap outdated KPIs, such as domain rating, and started tracking relevancy; something that would really dominate the placements that mattered for a luxury brand like LUSSO, from how often their products and photography appeared in media, to whether journalists were writing about their unique products, and what percentage of a page their story owned.

We built a dream list of luxury titles based on audience affinity, targeting journalists across the UK and further afield globally. We created content that slotted naturally into high-end editorial environments, making it easier for media to feature LUSSO in a way that felt authentic and desirable. For example, top-end bathroom trends, sanctuary spaces and emerging luxury fashion trends.

Soon, competitor brands began mimicking the approach. We worked closely with LUSSO to evolve content, stay distinctive, and build creative campaigns that highlighted its unique qualities as a brand.

Together, we redefined what success looked like, and created KPIs that reflected LUSSO’s goals, from visibility in dream publications to long-term share of search in the luxury space – building a bridge between being seen and being chosen to grow revenue sustainably.

After all, luxury is always defined by quality.