Larkbury London

1. The Challenge

Larkbury London is the number one destination for luxury interiors. They came to us with a brief to increase their brand reach and awareness among HNWIs and interior designers. At the time, the company had just hosted a launch event at their 120,000 square foot showroom in West London.

Some key questions:

• How many HNWIs are in-market for luxury furniture each month?
• What are the most important factors influencing purchasing decisions?
• What are the most cost effective sales channels?

2. Our Strategy

We began with an in-depth audit of Larkbury London's current inventory which features over 20,000 SKUs and mapped this onto keyword research to determine overall search demand. We then developed our own research dataset through consumer surveys to determine how often HNWIs replace their furniture modelling their propensity to be in market for any given month. This gave us data driven insights for paid social activity covering Pinterest, Meta and TIkTok.

Here's what we learnt:

• The UK possesses 2.3 million HNWIs and at least 120,000 of these are in-market for furniture each month.
• Brand prestige, product quality and convenience are the most important factors influencing purchase.
• 3 in 4 HNWIs prefer to shop via interior designers.

Our research also estimated that up to 85% of purchases started from search or social media.

As a result of these insights, we advised media spend across Google, Meta, TikTok and Pinterest as well as Sky Adsmart for additional reach to Greater London HNWI households.

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3. The Results

Within 6 months, our digital media campaigns generated a 35% uplift in sales and achieved a 6.5 ROAS

Commenting on the results achieved, Khushal Ahmed, CEO said:

Ultra is absolutely amazing. They have helped me grow my company by 45% since they took over our search and social channels.

As a result of targeting HNWIs exclusively, Larkbury has developed a loyal customer base and now generates a significant proportion of their business through word of mouth referrals.

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