Case study | Pepper Sq

We’re Pepper Sq – a bespoke furniture business on a mission to simplify the online furniture shopping process.

Pepper Sq logo

"We know that word-of-mouth communicated through our communities is super-powerful for home design businesses like ours. However, we really had no idea where these communities existed, or how to amplify them through our marketing efforts.

Our products are hand-picked, high-consideration pieces that are not typically purchased online. Working with Herdify has really helped us to understand where our strong communities exist – and how to use those communities to increase brand awareness.”

Before Herdify

We’re a challenger business competing in a noisy industry. Our products are not flippant purchases – they are high-end and usually one-off, meaning that prospective customers usually take longer to engage with us. We are also challenged by several well-known retailers in the space.

We were finding that our ad spend – mainly on Google – was generating variable and inconsistent results, and we were inevitably advertising to the same prospect pool as our competitors

After Herdify

We took Herdify’s community data insights and used them to direct our advertising spend more efficiently.

We trialled the platform for three months, testing areas with strong communities vs non-Herdify recommended areas.

The numbers

By targeting customers who have been exposed to Pepper Sq through their community, we’ve been able to:

Behind the scenes

Working with Herdify, we’ve been able to help the right messages flow through our communities, and to nudge those communities with marketing messages.

Word-of-mouth recommendations through real-world communities – people we trust – are notoriously important in the home design decision-making process. Before Herdify, we were unable to pinpoint where these were taking place.

We know that there is a certain level of fear and uncertainty around online furniture shopping, particularly at the higher end of the market. This has only been exacerbated by the liquidation of Made.com. By targeting our advertising to those areas with strong community recommendations, we were able to engage with prospective customers whose fear had already been removed, and who were aware of our brand.

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Ignite your brand power: Why your offline community is the real influencer

“Social communities grow more powerfully offline, yet most marketing tactics tap into the online element. 92% of word-of-mouth – the single biggest influence on consumer buying behaviour – happens offline."

~ Ed Barter, Lead data scientist at Herdify

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