Sculpting BORDELLE'S Digital Performance

The Challenge

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 empower its discerning clientele. Despite its avant-garde products, BORDELLE’s digital performance wasn’t making an impact.

Facing challenges with Google and Meta Ads and product catalog restrictions, BORDELLE struggled to engage new demographics beyond its established customer base. Limited content on commercial webpages also affected Google rankings, reducing 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.

Our Approach

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 the 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 behavior. We also prospected audiences to identify locations with a high concentration of the target demographic.

Utilizing 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 adheres to Meta’s guidelines, maximizing performance and minimizing ad rejections.

On-Page SEO Optimization

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, we 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 optimize 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 optimized content for these new pages, as well as the main pages, using a high saturation of targeted keywords.

Optimizing Behind the Scenes

For sustainable growth, you need to see which channels have the most impact. During Bordelle's migration period, our Digital Analytics experts implemented a custom Shopify GMT pixel and dataLayer to provide an accurate reflection of traffic and conversion attribution. This allowed for better budgeting and more informed campaign decisions.

The Results

Our integrated approach successfully boosted BORDELLE’s digital performance while honoring the brand’s aesthetic. Employing our social and technical SEO expertise, we navigated Google and Meta restrictions, keeping BORDELLE competitive and increasing visibility, traffic, and revenue:

• Through paid social, we surpassed the target ROI of 2.5, achieving over 3 across international markets, with translated ads driving 37% growth in the EU.
• Organic site visibility grew by more than 3000% since campaign start, with Google ranking increases for key terms in top 10 SERP positions, leading to a 43% increase in non-branded site clicks.
• Our integrated strategy helped BORDELLE achieve 12% eCommerce sales growth YoY and 31% more revenue.
• Optimized analytics led to a 90% decrease in unassigned sessions, 100% increase in recorded organic search sessions, and a 66% boost in captured sessions.

With this strong foundation, BORDELLE now enjoys brand recognition fitting its status and is ready to expand internationally. This campaign proves what’s possible for digital performance when strategy and creativity are driven by data insights.