Challenge
Solution
Results
Mercury Mosaics has always been a small and mighty tile maker. Yet, as their five-year vision explains, they knew the rarified space of artist-made tile had room for expansion––not everyone is aware of how exquisite hand-painted tile can be. So our task was to expand their reach, increase conversions from that traffic, and make their artistry as profitable as possible.
All that takes a multi-faceted digital strategy. To understand how it all comes together, let’s take a look at one of their best sales months ever in early 2021:
High-end ceramic tiles don't sell to mass markets. Mercury Mosaics shouldn't be mentioned in the same conversation as Home Depot tile. Our challenge was to make that so.
By using meticulous audience data, e-commerce optimizations, and crafty positioning, we engineered a cost-effective system to target specific micro-audiences across the country: professionals and homeowners who actually understand craftsmanship and have the capital to pay for it.
We audited Mercury Mosaics’ e-commerce ecosystem, top of the funnel to the bottom. Instead of mass-targeting, we used their email data and sales insights to isolate hyper-specific, high-intent micro-audiences: homeowners, interior designers, architects, and contractors willing to pay for handcrafted caliber.
For search, we built high-intent paid campaigns that protected their premium pricing against cheaper commodity competitors. For social (Facebook, Instagram, and Pinterest), we matched luxe, confident copywriting with their existing high-end photography to pull qualified traffic directly into a friction-free sampling, e-comm, and sales flow.
Our data-led positioning completely bypassed standard retail margins and industry platforms: Search Ad Performance:
Paid Search: Delivered a 2,865% ROI after taking control of Google and Bing.
Trade Program Growth: Sales to verified design and construction professionals increased 60% year-over-year in Q1.
E-Commerce Optimization: Continuous analytics adjustments systematically lifted conversion rates across all segmented traffic sources.
Omnichannel Efficiency: Top-performing creative assets were seamlessly cross-deployed onto Pinterest to launch a direct-purchase social shop without expanding production overhead.