Rouge Shop UK | Content Strategy & Paid Advertising

A woman in a patterned dress sits inside a store, seen through a large window with reflections of the street outside. The store is filled with various items including plants and pottery. This image was created by House Of Five Studio.
A woman in a patterned dress sits inside a store, seen through a large window with reflections of the street outside. The store is filled with various items including plants and pottery. This image was created by House Of Five Studio.
A woman in a patterned dress sits inside a store, seen through a large window with reflections of the street outside. The store is filled with various items including plants and pottery. This image was created by House Of Five Studio.

rouge shop UK

Content Strategy | Paid Advertising

Case Study

Rouge Shop London was founded in 2004 by Yang Lei. Having roots in China, she aimed to blend rich Chinese interior tradition with her modern London residence, which led her to open her own shop in Stoke Newington. Lei’s tranquil storefront and online shop sell refurbished vintage Chinese furniture and a variety of handmade home goods, like stoneware for kitchens, indigo meditation cushions, and traditional tea ceremony items.

The Problem

Boasting a rich history of 20 years in the business, the physical store represented a significant 90% of the company's revenue stream. However, the onslaught of the COVID-19 pandemic drastically reshaped consumer behaviours, adversely affecting in-store shopping and consequently causing sales to plummet to an all-time low.

The Goal

Recognising the need for a fresh approach, the company embarked on a mission to amplify their brand voice and establish their authority in the industry, all with the ultimate objective of driving up online sales.

The Process

Using SEMRush and MOZ, we audited Rouge Shop's digital presence, including a detailed SEO audit (keyword research, on-page SEO, and competitor mapping) and a one-year editorial calendar. Once Rouge was satisfied with the proposed content and keyword strategy, we launched a Performance Max Google ad campaign and a search campaign to boost sales and brand recognition.

Previously, their ads exhausted their budget mid-month. We adjusted their approach by focusing on one high-value product, refining target audience, and improving ad quality. We also launched a performance max campaign with a £150 budget, resulting in a total investment of £450 in paid advertising.

Lastly, we set up a Google Merchant Centre and enhanced their Google Business profile.

The Results

The results were impressive.

  • Online store visits increased by 13%

  • Sessions driven by social media increased by 200%

  • Monthly online purchases by 273%

  • Marketing-attributable sales by 546%

  • Average online order value by 64%

  • Total sales by 64%

With a £450 monthly ad investment in their Performance Max Campaign, impressions reached 66,000, clicks exceeded 700, and 20 first-touch conversions were recorded within the campaign's first month running.

Website visits from social media increased by 200% since April and 286% since May 2023.

We introduced QR codes in-store to collect Google reviews to improve local SEO and build consumer trust. In just 20 days, the Rouge team garnered over 30 new 5-star reviews.

Currently, Rouge Shop ranks #1-3 on Google for all brand keywords, with over 240 ranking keywords. Their domain authority has climbed to 36 from 30 when we began auditing content in April.

In just two months, with minimal effort and investment, Rouge Shop significantly boosted their Google ranking, online purchases (+273%), and store visits (13%).

This is just the beginning of our work with Rouge Shop London. Together, we're expanding content production, outsourcing quality social media content founded in our content and keyword strategy, and creating blog content in-house.

Customers browse Chinese home decor in London-based shop, Rouge Shop London
House of Five's Content Strategy Package and Paid Advertising Add-on is designed for existing businesses or service providers who are uncertain about how to structure and implement content marketing. This package caters to small businesses, like Rouge Shop London, which aim to enhance their brand recognition, increase online sales, and boost search engine rankings, without investing hours in generating content ideas, recording videos, and editing Reels and TikToks that yield minimal results.
Reclaim your time while simultaneously increasing output and improving content quality. Get in touch with the HoF team today!

"Having Becca around is incredibly reassuring. Her expertise in Google and social media has alleviated so much stress for me. She started by cleaning up the mess on our Google Ads account left by another agency. Then, she methodically worked to improve both the Google Ads account and our Google Business page, populating them with more content and keyword-related posts. Simultaneously, she focused on promoting our most unique items, telling the stories behind why we chose these products.

She demonstrated to me, as a small business owner, that marketing is not an overwhelming beast; it can be broken down into manageable chunks. Goal setting was another effective method she introduced, helping the team work together cohesively.

Also, our weekly meeting is a treat, we not only get the work done, we also get to hang out with our beautiful dog friend Susan."

Yang Lei
Founder of Rogue Shop UK

House of Five Studio is dedicated to guiding female, BIPOC, and marginalised solopreneurs on a transformative journey towards visionary branding & content. For HoF, branding encompasses mission, metrics, vision, goals, data-laden research, and so much more.

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House of Five Studio is dedicated to guiding female, BIPOC, and marginalised solopreneurs on a transformative journey towards visionary branding & content. For HoF, branding encompasses mission, metrics, vision, goals, data-laden research, and so much more.

House of Five Studio is dedicated to guiding female, BIPOC, and marginalised solopreneurs on a transformative journey towards visionary branding & content. For HoF, branding encompasses mission, metrics, vision, goals, data-laden research, and so much more.