+225% visibility in a saturated market

The challenge

F.Hinds jewellery has been at the heart of the UK’s love stories for over 150 years, creating exquisite engagement and wedding rings. Since 2016, F.Hinds and IDHL have worked together to craft a refined platform that stands out in a fiercely competitive industry. 

Originally joining with the broad aim of increasing revenue but since strengthening their strategy with us, F.Hinds’ ambitions have grown. Now, we are working towards commercial goals: brand awareness and nuanced exposure to key product categories such as engagement and wedding rings. 

Over the nine years we have worked together, IDHL has put together an omnichannel strategy that has energised F.Hinds' performance, evolving their platform to make space for themselves amongst stiff online competition.

Our approach

To leave their mark in a saturated market, F.Hinds needed an omnichannel approach. IDHL’s developed strategy left nothing to chance, maximising engagement and awareness across multiple touchpoints. 

F.Hinds began with SEO and PPC services before broadening their reach with Digital PR and Programmatic, each channel contributing towards collective success.

Boosting performance across all metrics

Increasing organic visibility, traffic and revenue is the objective. Technical SEO is the solution. Engagement rings was a key focus, so our strategy used content category pages, targeted backlinks and EEAT copy to drive rankings and domain authority. 

Staying ahead of SERPs and Google algorithm updates allowed us to make changes as necessary and prevented performance fluctuations. 

Increasing average order value

Higher value campaign segmentation and restructuring Brand Search campaigns allowed improvements in AOV and return-on-ad-spend (ROAS). We capitalised on F.Hinds’ peak service periods with a Valentine’s promotion. 

Amplifying exposure across multiple channels

We were commissioned to elevate F.Hinds’ programmatic campaign from singular contextual Display to an omnichannel strategy. By branching out from targeting keywords to running Display, Native and Video, we maximised brand exposure and engaged customers across multiple channels.

Strengthening online authority

F.Hinds has a strong backlink profile but so do their large competitors. To drive relevant, high-quality links to F.Hinds’ website, we took a dual approach: using in-house experts to comment on relevant topics from cleaning tips to metals and cuts, and conducting data campaigns where we analyse various sources with a high DA for brand citations.

The results

This account thrived through a seamlessly integrated strategy, expertly combining the unique strengths of each channel to drive momentum together.

• An industry authority: Our PR efforts achieved a total of 180 mentionsacross high-profile sites, including National Geographic and Hello! Magazine.
• Driving incremental reach: The omnichannel Programmatic campaign successfully generated +214% MoM conversions. 
• SEO success: Visibility is up 225% YoY, with core wedding and engagement ring pages stable on Page 1. 
• Maximum performance: Our PPC campaign has increased revenue by 12% YoY and AOV by 20%.