Sculpting BORDELLE'S digital performance

BORDELLE bodywear is more than just lingerie – it's wearable art. This women-led powerhouse combines artisanal craftsmanship with iconic designs to create bold garments that empowers it’s discerning clientele. Despite its avant-garde products, BORDELLE’s digital performance wasn’t making an impact.

Experiencing problems with Google and Meta Ads and product catalogue restrictions, BORDELLE was struggling to engage new demographics beyond its established customer base. The limited content on commercial webpages was also affecting Google rankings, limiting traffic and hindering growth.

Provocative, memorable and elevated, these artisans needed a digital solution that matched their brand ethos. BORDELLE turned to IDHL to supercharge performance and revenue uplift.

An integrated strategy was implemented to elevate BORDELLE’s digital performance. Paid social is the leading channel facilitating the brand’s expansion into international markets, while technical SEO supports audience development and increases traffic and visibility.

Expanding into international markets

To broaden BORDELLE’s social presence in international luxury markets such as USA, Australia, Canada and Europe, our experts launched an international campaign targeting high-net-worth individuals. We leveraged customer data to create lookalike audiences to engage individuals with similar purchasing behaviour. We also prospected audiences to identify locations with a high concentration of the target demographic.

Utilising creative feedback

Our creative and performance insights directly inform BORDELLE’s photoshoots for new collections. This data-driven direction is based on individual campaign performances and ensures each launch adhered to Meta’s guidelines, maximising performance and minimising ad rejections.

On page SEO optimisation

Through targeted keyword and competitor research, we helped BORDELLE incorporate high-ranking keywords such as ‘bras’ and ‘waspies’ to boost general visibility and traffic. To expand the keyword footprint, were framed BORDELLE’s product offering, including categories such as ‘strap garter’ and ‘sheer bra’. 

Outreach

Our SEO efforts were bolstered by supporting outreach backlinks to grow domain authority.Links to BORDELLE’s content were secured through reputable platforms and websites with an average DA of 42 and highest of 61. This targeted outreach improved page authority and closed gaps to competitors.

E-E-A-T content creation

Alongside in-depth keyword research, we wrote new title tags for commercial pages to optimise them for additional keywords. Copy for 18 target URLs was created in line with Google’s E-E-A-T guidelines to enhance page credibility and ranking, while helping Google index and evaluate the quality of BORDELLE’s content.

Expanding product pages

To boost BORDELLE’s product offering and non-brand clicks, we recommended expanding collections to include niche categories, such as bridal and outlet segments.This not only generated non-brand clicks but also created more opportunities for SEO content on-site. We produced optimised content for these new pages, as well as the main pages, using a high saturation of targeted keywords.

Our integrated approach successfully enhanced BORDELLE’s digital performance, while staying true to the brand’s aesthetic.Using our social and technical SEO expertise, we navigated Google and Meta restrictions, keeping BORDELLE competitive while driving visibility, traffic and revenue:

• Through paid social we exceeded the target ROI of 2.5 , achieving 3+ across international markets with translated ads contributing towards 37% growth in the EU.
• Organic visibility on site grew by more than 3000% since the start of the campaign, with Google ranking increases for key terms in top 10 positions on SERPs. This resulted in a 43% uplift in non-branded clicks to site.
• Our integrated strategy supported BORDELLE in achieving 12% growth in eCommerce sales YoY and 31% more revenue.

With this robust foundation in place, BORDELLE now has recognition worthy of the brand and is poised to accelerate its expansion into international markets. This campaign proves what is possible for digital performance when strategy and creativity are backed by data-driven insights.