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Downey Organic Social Case Study

Using search techniques to succeed on social.

The challenge.

As the brand’s output is so visual, Pinterest is a key social platform for displaying their craftsmanship, and a platform that their audience uses to search and find inspiration. The channel was already delivering a small amount of organic traffic to the website without any concerted optimisation or strategy, so we challenged ourselves to think creatively and use traditional SEO techniques on the social network to increase traffic to the Downey website through Pinterest.

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Downey is renowned for offering bespoke creative solutions for some of the world’s most prestigious brands. A third-generation family business, Downey has been creating intricate invitations, exquisite corporate stationery and sophisticated packaging products for well over a century.

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Our response.

Our strategy was a double threat, designed to supercharge both Downey’s website and their Pinterest presence. We took a deep dive into Downey’s existing project pages, like the Graff Diamonds Luxury Presentation Box and Cartier Presentation Boxes. Using traditional keyword research and internal linking we optimised these pages to rank higher in search engine results. This meant more potential customers landing directly on Downey’s website, ready to explore their exquisite products.

We weren’t just guessing what people searched for on Pinterest. We conducted in-depth research to identify the exact keywords potential customers were using. This allowed us to craft captivating pins that targeted these keywords, ensuring Downey’s luxury and bespoke invitations, stationery, packaging and more popped up right in front of interested Pinners.

By combining traditional SEO and Pinterest mastery, we created a winning formula for Downey’s online presence.

  • 2.05 million

    Pin impressions

  • 47.1k

    Pin engagements

  • 109%

    Increase in traffic to website

The impact.

Our SEO and Pinterest strategy ignited a whirlwind of interest in Downey’s exquisite designs. By generating 2.05 million pin impressions, putting Downey’s creations directly in front of a massive audience. This translated into 47.1k pin engagements, proving that Pinners were stopping to admire. But the real magic happened on Downey’s website. Traffic soared by an incredible 109%, showcasing the power of our targeted approach.

In 17 months we helped Downey’s luxury boxes not only shine online, but attract a whole new generation of potential customers.

(All data is from July 2021 to November 2022.)

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Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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