The Need
Oxley’s manufactures high-quality, luxury aluminium outdoor furniture for consumers, designers, and the hospitality industry. Historically, the majority of its sales had been driven by its commercial customers. Oxley’s needed to build brand recognition amongst its target UK consumer audience to drive its next phase of business growth.
How We Helped
Given the price point of its products, Oxley’s sales growth opportunities lay with high-net-worth homeowners. Our key audience insight: ‘considered and conscientious’, showed that these individuals want to invest in products from companies that are doing good – making quality products, protecting the planet, and looking after people. So, our approach was to establish Oxley’s as the ‘good’ choice for luxury, sustainable living.
- Onsite content
Capitalising on search traffic was crucial to establish Oxley’s as a leading authority of luxury, sustainable living. Our content calendar of SEO-optimised blogs combined educational content about caring for garden furniture, indulgent recipes, luxury lookbooks, and sustainable product round-ups designed to inspire the type of living Oxley’s furniture helps facilitate.
- Offsite content
Because digital PR is most effective when a combination of onsite and offsite tactics is used we strategically placed valuable content in relevant, high-authority online lifestyle media. All content included links back to Oxley’s website and reinforced the brand’s key messages. The content mirrored our onsite approach, and included contributions to product round-ups and advice pieces, as well as original listicles and how-to guides.
- Corporate media relations
We knew that a high proportion of Oxley’s target audience read broadsheets and business media. So, we negotiated a series of features and interviews with the company’s founder about the importance of businesses doing the right thing, using Oxley’s as an example of this in practice.
