The Challenge

Although Diamonds factory is a known brand, it was not as well know within the IE market, we needed to build the brand as a credible credible retailer, source and brand.

Our challenge initially was to build up the brand name within both UK & IE markets using the .ie domain. 

The key challenges lied within building the brand up in a relatively small market.

Our Strategy

We first conducted an opportunity analysis to establish the areas with the most potential for organic growth and ROI.

Our top 2 areas to focus on were: 

• Engagement 
• Diamonds 

With a focus of building links on new domains and hitting wider niches, our strategy focused on: 

• Building up the brand across UK & IE markets using content that would appeal to a wider audience. 
• Positioning the brand as industry experts by providing unique insights and perspectives. 

Once we had built up Diamond Factory’s media presence we adopted a more targeted approach to focus on the IE market solely, we did this by: 

• Creating content that we specific to the IE market to target relevant lifestyle and regional publications. 
• Used a range of content types to hit all target audiences, these included, data campaigns, UGC and trend-led reactives.

The Results

• 111 backlinks achieved between Nov ’23 - Nov ‘24
• 82% of backlinks pointed to target PLP/PDPs
• 413% of the annual KPI achieved
• 49% increase in referring domains
• 139% increase in organic traffic to key category page
• 560% increase in referring domains to key category page.
• 49% increase in referring domains from NOV 23 - NOV 24

• 20% increase in visibility over the past year
• 40% increase in referring domains to the target category (Engagement rings)
• 139% increase in organic traffic to target category page (Engagement rings)
• 560% increase in referring domains to target category (Diamond rings)