Case Study
HARLEQUIN FLOORS
Harlequin Floors is a global leader in performance flooring, trusted by dancers, educators, architects, and production professionals around the world. With a strong presence across both B2C and B2B markets, their U.S. website plays a critical role in reaching customers ranging from home studio hobbyists to major performing arts venues. While the brand’s reputation was well-established, its digital marketing efforts weren’t reaching their full potential. We partnered with them to strengthen their digital foundation, enhance campaign performance, and improve support for sales and lead generation across all channels.
Scope of Work
- Marketing & SEO Audits
- Customer Persona Development
- Paid Ad Campaigns
- Email Marketing
- Graphic Design
- Website & E-commerce Maintenance
A Respected Brand in Need of Strategic Refresh
After a decade without updates to their marketing strategy and support, Harlequin Floors was ready to explore new approaches. While they had been investing steadily in email marketing, Google Ads, and social media, their digital performance had started to plateau. The U.S. website had technical issues that were holding back SEO, and some of the ad creative was in need of refinement. There were also missed opportunities to segment audiences, automate email engagement, and incorporate more targeted approaches into their paid efforts. This was a chance to not only clean up what wasn’t working, but to reimagine how the brand connects with customers online.
Precision-Tuning for Peak Performance
We began with a thorough audit of Harlequin Floors’ website and digital marketing, along with detailed work defining customer personas to guide our strategy. We fixed key SEO issues, including broken pages, sitemap errors, URL structure, and site speed, and improved content organization. This laid the groundwork for intentional and ongoing SEO efforts.
For paid media, we refreshed the ad creatives, shifted budgets toward the best-performing keywords, and optimized campaigns on Meta and LinkedIn. We also provided email marketing recommendations, including expanded automation, subject line and CTA testing, and using purchase data to encourage upsells and re-engagement. All of this work was with a goal of smarter spending, sharper targeting, and a digital foundation built for growth.
Intentional Design Evolution
To support the technical improvements, our team created a stylescape to guide a modern yet cohesive campaign design. This helped us refresh Harlequin Floors’ look while staying true to the brand. We focused on their iconic diamond motif as a key visual element, using it strategically to add interest and structure across materials. The color palette was brightened with more engaging tones, and existing assets were used more dynamically. Email templates were redesigned with richer visuals and subtle animations like GIFs to make the messaging more dynamic and attention-grabbing.
Building Momentum with Measurable Results
Within the first six months of our collaboration, Harlequin Floors saw noticeable improvements in their digital advertising results. On Google Search, updates to the campaign setup and creative increased impressions by 1,204% (from 16.9k to 220.5k) and clicks by 212% (from 3.3k to 10.3k). The cost-per-click also dropped from $1.54 to $0.75. These improvements helped drive over $30,000 in sales from Google Ads, resulting in a return on ad spend of 369%, up from 97% from their previous strategy. Meta ads also improved, with reach increasing from 336k to 456k, clicks rising from 12,200 to 15,800, and the cost-per-click decreasing from $0.34 to $0.26. As our partnership continues, we’re ready to support new marketing projects and help Harlequin Floors reach even greater success.
1,204%
Increase in Google
Search impressions
51%
drop in Google Search
cost-per-click
369%
return on ad spend
from Google Ads
35%
increase in
Meta ad reach
Developing a Strong Campaign During a
Competitive Season
During the 2025 holiday season, we partnered with Harlequin Floors to launch Give the Gift of Practice, a multi-channel campaign built on the idea that the most meaningful gift for dancers is the ability to practice safely, consistently, and with confidence. Harlequin Floors are the foundation that makes that kind of practice possible.
The campaign spanned social graphics, email, a landing page, carousel ads, and short-form video, and delivered strong results during a competitive retail period. It reached 272,196 people, generated 374,104 impressions, and drove 6,387 link clicks, with a 1.8% click-through rate during a highly competitive holiday period. The campaign video achieved a hook rate above 50%, which indicates the video successfully grabbed and held audience attention. It also outperformed the carousel ads with a higher click-through rate and lower cost per click.
