As Fiorelli looked to scale its online presence and drive stronger performance through digital channels, we delivered an integrated SEO and paid media strategy that supported the brand through a platform migration, expanded its reach, and significantly boosted total online revenue.
On the SEO side, we supported Fiorelli’s move to Shopify with a full technical audit, tackling Core Web Vitals, 301 errors, structured data, and duplicate content issues to create a clean foundation for growth. We produced wireframes for key category pages, the about us page and the blog, that better reflected user intent, utilising heatmapping and clicking tracking alongside GA4 and data. Alongside this, we developed a blog content plan and briefs to support top categories, while also building a narrative that highlighted Fiorelli’s sustainable and vegan product range. Digital PR played a key role in boosting authority, securing coverage in the likes of The Sun, The Independent, and The Mirror, with an average domain authority of 74. This contributed to a 235% increase in referring domains and a 68% uplift in organic revenue.
68% uplift in organic revenue.
In paid media, we focused on upper-funnel growth – tailoring messaging for audience segments while staying true to the brand’s tone and values. Paid social activity increased new users by 46%, with catalogue ads delivering a 38% uplift in CTR and a 40% drop in CPC. We also expanded into TikTok, tapping into discovery-led behaviour and aligning with Fiorelli’s target audience of style-conscious women aged 25–44; as well as Amazon, where we took a granular structure to campaigns and generated traffic for Fiorelli’s listings.
The results spoke for themselves: total revenue increased by 97% year-on-year, organic sessions rose 52%, and Fiorelli gained significant non-brand market share across core product categories – up 206% for tote bags and 69% for crossbody bags.