Naughty Knickers

Naughty Knickers are an online luxury lingerie boutique, with pieces curated from across Europe and pieces you can’t find anywhere else. If you want to set pulses racing, nowhere else will do.

Background 

Naughty Knickers was founded by a genuine love of gorgeous lingerie. Founder Sarah Northey brought years of experience curating and buying pieces for retailers home to her own online luxury boutique, and the results have spoken for themselves.

The Challenge

In 2019, ads were being automated by a Shopify app and results were reasonable. Between exaggerated reporting by this app and room for improvement across the board though, Sarah knew more could be done.

Enter BFBC. First appointing the agency in early 2020, Naughty Knickers started the year with a goal of doubling its 2019 revenue.

The Work

Whilst some credit has to be given to the twists and turns of 2020 leaving plenty of the British public looking for ways to keep their time indoors interesting, we had a plan from the start. By always having our next improvement ready to go we’ve seen month-on-month growth for almost the entire year, with eight out of the first eleven months of the year being an all-time best for the store (and December’s looking good…).

By completely re-engineering the brand’s Google Shopping ads, we improved ROAS and saw revenue skyrocket with it. Segmenting campaigns by brand and price let us put the budget exactly where it was best spent.

In search, we covered all areas of the funnel with brand-focused ads for high-performers in Shopping (and some losers too; sometimes you just need a fresh approach), and an incredibly broad campaign around generic terms, using automated bidding and comprehensive keyword exclusions to drive only the best traffic at impressive scale. In summer, we began SEO work and are ranking for increasingly many high-profile keywords within the industry. Constantly increasing search coverage has done the same for revenue.

We can’t take all the glory; Sarah is one of our most proactive and responsive clients, constantly keeping us in the loop with what’s happening within the business so we can plan ahead to get the most possible out of every product launch or site change. We’re good at what we do on our own, but everything shines brighter when we have a relationship like this to back up the number-crunching and ad writing.

The Future

By the time the sun had set on November 2020, our original daily would be considered a quiet day. Having shattered our 2x revenue goal late in Q3, by the end of the year, we comfortably tripled 2019’s annual revenue figure.

We’re not even close to finished here. Search isn’t close to its maximum, and we’re always looking for another channel (email and Facebook are hot prospects; they’ve already done magic for our remarketing audiences) to add volume and diversity to the mix. We’re already starting to explore international PPC, and early signs say we’re onto a winner. There’s plenty to look forward to!

The dedication and knowledge from Guy and Joe has been second to none. The results speak for themselves. You’ve changed the game for us. I can’t thank you enough!

Sarah Northey