How we updated an iconic sewing brand to build an online community and drive ecommerce sales.
Sewing was once a creative skill that was passed down through the generations. In recent years it has been considered a dated practice with an aging audience. However, during the the prolonged stints of COVID lockdown, there was an unexpected spike in interest from a younger audience, discovering the world of sewing for the very first time.
SINGER® Australia is an established sewing brand with a rich heritage, strong brand recognition and a community of loyal customers. They partnered with Orange to capitalise on the recent COVID sewing boom. Their objective was to refresh their digital presence to connect with a younger demographic of emerging sewists.
Previously, SINGER® had focused their efforts on their dealer network and selling through traditional retail channels. Our focus was on helping them build and nurture their online community, establish a strong ecommerce presence and generate a consistent stream of revenue through direct website sales.
Through an ecommerce-focused digital marketing strategy, a revitalised brand identity and a modernised website design, we helped SINGER® Australia cement themselves as leaders in the digital marketplace.
We have implemented a combination of Google Shopping Ads, SEO-optimised content creation, email marketing and a community-centric social media strategy to drive traffic to the new and improved SINGER® website. The result? Increased sales, improved website performance and a more engaged online community.
Increase in monthly revenue, year on year
ROAS with Google Ads
58% Increase in average pages visited per session