BullyBillows

BullyBillows had the product.
They had the community.
They had creators already talking about the brand.

But organic growth wasn’t keeping up with the opportunity.

Non-brand visibility on Google had slowed, a result from declining YOY non-brand conversations. Brand search wasn’t growing at the pace expected, and while TikTok content was driving engagement, it wasn’t affecting revenue, search or wider discoverability - missing a growing layer of high-intent user journeys.

On-site, collection pages didn’t reflect how people were actually searching. Key intent signals, FAQs, and conversion fundamentals were missing, limiting performance even when traffic did arrive.

The bigger issue wasn’t demand... It was where that demand was happening.

People hadn’t stopped searching for dog accessories - they’d started discovering them differently. Social platforms were shaping early consideration, with Google appearing later in the journey as a validation and conversion layer.

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We built a Search Everywhere® strategy designed to meet BullyBillows' audience wherever discovery was actually happening - and support with content on-site to guide them all the way to conversion.

First, we mapped how people search for dog accessories across platforms. Not just Google, but TikTok, via creator content, and 'owned' social feeds. Here, we were focused on identifying where demand was forming, what questions were being asked, and which moments influenced choice.

The question we posed? Where do we shape and build preference for Bullybillows?

From there, we treated TikTok as a search engine.

We developed search-led, creator-native content designed to rank in TikTok search. Our answering real, high-intent queries like “harness for dogs that pull” and “best collar for reactive dogs”.

This content wasn’t built for reach alone. It was built to trigger brand discovery and drive downstream search behaviour.

At the same time, we re-engineered Google to capture that demand.

We audited [brand] + ][product] search behaviour and rebuilt collection and landing pages around real, but focused, intent — aligning page structure, FAQs, internal linking, and copy to match how people actually search and decide (encorporating our social-search assets where possible.

Crucially, these two layers worked together.

Social content sparked curiosity.
Google captured intent.
The website converted it.

To scale discovery, we activated BullyBillows’ ambassador network using the same search-led briefs, scaling across Instagram, YouTube, and continuing on TikTok - ensuring creator content, brand content, and on-site experience were all aligned around the same queries, signals, and journeys

This wasn’t content for content’s sake.
It was a connected discovery system - built from search behaviour outwards.

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By treating search as a connected behaviour — not a single channel — BullyBillows turned discovery into sustained commercial growth.

Over 12 months, the Search Everywhere® strategy generated £763,000 in organic revenue, without relying on paid media or influencer spend (product gifting was utilised).

But the impact went beyond revenue too.

Brand demand accelerated as social discovery fed directly into search:

• +65% year-on-year growth in branded search
• +195% Increase in Brand + Product queries on Google
• 70% Increase in Organic Site CTR
• 530% Increase in Organic 'Clicks'
• 270% Increase in Organic 'Impressions'

TikTok, YouTube, and Instagram search-led content began ranking for high-intent queries, driving curiosity on-platform and influencing Google behaviour downstream. In parallel, optimised collection pages captured that intent and converted it, creating a seamless journey from discovery to decision.

The result wasn’t just better performance on individual platforms.

It was a connect, multi-channel system where:

• Social created demand
• Search captured it
• The website converted it

A proof point that when brands show up everywhere search happens, growth follows.

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