The Ecrubox team has a strong background when leading digital marketing strategies within the interior design industry, which is why the relationship with Milliken was a perfect fit. When beginning our relationship with Milliken, we delivered a comprehensive digital consultative approach that encompassed an in-depth strategy to reclaim and acquire new traffic from search engines, organic social and SEO strategies to ensure visibility on highly relevant and valuable search queries. Our initial services proved to deliver strong results and were the foundation of a long-lasting relationship with the Milliken team and its the marketing department.
We now work with Milliken Flooring on a number of services, including organic social consultation, paid advertising, SEO, analytics work and reporting, and strategic consultation. The Ecrubox team has become an extension of the client’s team, helping to build their marketing team, understand best practice, as well as helping them to develop and deliver their social media and content strategies.
Our paid social objectives focused on building brand awareness, authority, and increase following across Milliken’s four key regions – Europe, Germany, France, and India. With stronger brand authority, engagement levels would increase leading to an increase in overall leads.
Between November 2017 and June 2020, we saw over 11 million relevant impressions across the four regions, giving us an average CPC of £0.12 – which for this commercial industry, is very competitive.
We set up a social presence for three extra regions outside of the main Milliken Europe profile (France, Germany and India) – across Facebook, Instagram and Twitter and a successful migration to a global pages structure on Facebook.
We worked with the Milliken team, consulting from an organic social and content strategy perspective, offering ideas, insight and competitor analysis to help build and expand content to drive awareness, develop the digital community and also adapt accordingly considering the current climate. Paid activity helped boost the traffic and follower increase in organic growth as well
We leveraged Milliken’s current customer base and strategically categorised the audiences on a global level to maximise the results in all areas.
The team optimised campaigns in DE, UK, and FR focusing on a 20% increase in leads and contact us page views along with a 10% increase in rep finders.
They achieved these goals and continue to manage all paid campaigns.
We improved organic visibility (both impressions and total rankings) across the language sites as well as conducting on-page optimisations for key landing pages across the site. All actions resulted in an increased engagement and time spent on site.
We made various content changes to the core services pages following the introduction of new product collections and the addition of the social factor page. We also implemented XML Sitemaps, new content pages and made improvements to site performance. Alongside this, a product catalog was overhauled with a complete code rewrite for enhanced mobile-friendliness and integration capabilities with a custom API.
Reporting & Insight
As well as daily as optimisation and monitoring of insights, we also produced an in-depth monthly report to summarise activity and results.
Our main challenge was to grow our digital business alongside our traditional marketing efforts, to reach a new generation of customers. Ecrubox Digital have been excellent, integrating SEO and PPC expertise to enable us to identify a new demographic, increase brand awareness, overachieve on our online sales target and provide a fantastic long-term return on investment.
Director of Marketing and Design
Over the time that Milliken worked with Ecrubox, the brand saw…
Increase in following:
76 likes in 2017 > 81.5k followers in June 2020
Increase in engagement:
An increase on Facebook from <1% at the end of 2017 to an average of 8% across all regions in June 2020
105.14% increase in session duration
(03:35 in 2020 compared to 01:45 in 2019)
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