Kitchen Touch Up Paint Digital Marketing Case Study

Background: 

Since 2002, Kitchen Touch Up Paint has helped home users maintain their kitchen furniture to a high standard, without the time and expensive of buying and installing replacement doors.  

Their products offer a superior finish in comparison to that of conventional touch up paints, that any DIY novice can apply. Products are compatible with many household-name kitchen furniture suppliers.  

The Challenge:  

We began our journey with Richard from Kitchen Touch Up Paint in May 2024, with the goal of consistently increasing sales and visibility of key products through SEO, posts and adverts across Facebook & Instagram, and Google ads.  

Implementation: 

Boasting no direct competitors, our strategy and approach was built bespoke for Kitchen Touch Up Paint, based on in depth keyword research and product demand. Richard’s knowledge and expertise has been invaluable in our approach and implementation.  

SEO 

Our goal initially was to improve the site health and ensure the site was seen as trustworthy by Google. In the first month, we achieved this by working through a large number of on-site technical issues. We also worked closely with the client to build an in-depth keyword targeting strategy, ensuring we were targeting relevant keywords with sizable search volumes to bring in high quality traffic.  

As a result of our efforts, we’ve seen exponential growth, with organic traffic increasing over the last 6 months alongside large increases in visibility, engagement and product sales. We are now starting to see rankings for extremely difficult keywords with monthly search volumes of up to 50,000, targeting a much wider market and larger consumer base than ever before.  

Google Ads 

We built a campaign targeting all products for us to spot trends and take learnings from, allowing us to build, adjust and grow our strategy every month. Within 3 months, the ROAS (return on Ad spend to Google) increased to 8.5x. With growth scaling so quickly, our priority shifted to ensuring the business could keep up with demand. We worked closely with the client to ensure growth was maintained whilst also keeping in line with business expectations.  

Social Media 

Our initial goal was to increase brand awareness and visibility by engaging with their target customer and reaching out to new audiences; educating them on why they need Kitchen Touch Up Paint’s products for their homes.  

In order to reach out, engage and educate new audiences, in the first 3 months we focused on growing their following by running Page Likes and Following adverts across Facebook and Instagram. These types of adverts help you reach people who may be interested in your business and products, to encourage them to like and follow your page.  

As well as adverts, we curated a comprehensive content plan for posts across Facebook and Instagram. Our client kindly sent us products for us to photograph, allowing us to share high-performing image-based content across their social medial channels. The posts were kept simple, using the caption as a space to inform and educate.  

Fast forward to now, our social media advert’s focus on driving organic traffic to the website. This campaign continues to be a success, achieving sales through these ads in the last couple of months, with traffic continuing to grow each month. 

The above success across all three marketing channels has been reflected in continued success and increasing sales month on month for our client. 

Metrics  

Growth in Site Traffic May-Oct 2024 

Total Sales for May-Oct 2024 vs May–Oct 2023 

Total Online Store Sessions for May-Oct 2024 vs May-Oct 2023