Rivet and Hide's 25% increase in conversion rates through strategic marketing initiatives

About The Project

cog

Industry

Retail

consumer-market

Service

PPC
Content marketing
SEO

Technology 

Technology

Digital Marketing

Quick Results

34.65%

Increase in revenue

48%

Non-brand revenue

25%

Increase in conversion rate

x12

Return on Ad Spend (ROAS)

About the Client

Rivet & Hide is a boutique men’s clothing retailer specialising in high-quality selvedge Japanese denim. Known for their commitment to quality and craftsmanship, they sell directly to consumers through a robust online shop and two physical locations in London and Manchester. 

Since 2019, our partnership with Rivet & Hide has involved several projects encompassing our PPC and content marketing services, all aimed at enhancing their digital advertising strategies and expanding their reach in both the UK and US markets.

The challenge

Rivet and Hide faced the challenge of capturing a broader audience while maintaining their niche appeal within the competitive menswear market. Although they offered exceptional products, their initial online efforts struggled to drive conversions, particularly in the US market, where their PPC campaigns had low performance. 

Additionally, the need to educate potential customers about sizing and product offerings was critical, as the store catered to a clientele that valued quality and fit. Rivet and Hide sought to improve customer engagement, drive conversions, and establish themselves as an authority in the denim industry.

The approach

To elevate Rivet and Hide’s digital presence and drive significant business growth, we implemented a multifaceted strategy:

Content development: Working closely with Rivet and Hide's in-house content writer, we established a collaborative process to develop creative briefs, conduct research, and optimise content. This included launching a measurement guide that has become a go-to resource, ranking highly for phrases such as “jeans measurement” and also included as the AI overview snippet on Google.

SEO strategy: Our focus on SEO involved embedding best practices during the website's rebuild, ensuring it was optimised for search engines. We improved crawlability and indexability through site structure optimisation and enhanced internal linking, positioning Rivet and Hide as an authoritative source for keywords related to denim measurement and fit.

PPC campaigns: We implemented a value-based bidding strategy that shifted the focus from sheer volume of conversions to maximising revenue per conversion. Regular meetings across paid search, social media, and content teams ensured that all strategies were aligned and supporting one another.

Performance monitoring: Continuous optimisation based on real-time data allowed us to refine our strategies and adapt to user behaviour, ensuring campaigns remained effective as market conditions changed.

Collaborative workshops: Regular workshops facilitated strong communication and collaboration with Rivet and Hide's team, enhancing the integration of our strategies with their internal efforts in photography and content creation.

The results

By employing a holistic approach that integrated PPC, content marketing, and SEO strategies, we significantly transformed Rivet and Hide's online performance, resulting in impressive outcomes across key metrics:

  • 34.65% increase in revenue: From January 2025 to date, revenue has increased by 34.65% compared to the same period in 2024, showcasing substantial growth across all channels.

  • 48% non-brand revenue: We are currently achieving a remarkable 48% of revenue from non-brand terms, indicating that nearly half of our sales are driven by new customers, which highlights the brand's scalability and market reach.

  • 25% increase in conversion rate: There has been a 25% increase in conversion rates from January 2025 to date compared to the same timeframe in 2024, demonstrating improved engagement and effectiveness of our integrated marketing efforts.

  • x12 Return on Ad Spend (ROAS): The optimisation strategies, alongside content development and an enhanced SEO approach, have maximised returns and contributed to the overall profitability of Rivet and Hide.

Through these concerted efforts encompassing our digital marketing services, Rivet and Hide have successfully transitioned from a niche player to an authoritative brand within the denim industry, capturing a wider audience while maintaining their commitment to quality.

As they continue to explore innovative platforms like TikTok and expand their online presence, our partnership remains focused on driving further growth and innovation.