Ruggable
Ruggable was born in California with one revolutionary promise: a beautiful rug you can toss in the washing machine. Their original performance marketing in the US propelled the brand to significant growth. But crossing the Atlantic posed a new challenge - how could a breezy, California-centric campaign resonate with a British audience renowned for its discerning eye and unapologetic wit?
Challenge
The brand arrived on UK shores largely unknown and culturally disconnected. All existing creative felt rooted in sun-drenched landscapes and West Coast vibes. This was problematic in a nation that prides itself on an entirely different aesthetic - and, crucially, a sharp sense of humour. Growth stalled. The solution? A fresh, undeniably British approach.
Insight
Rather than simply repurpose old ads, Ruggable needed something that truly spoke to the UK. Enter Ellie Taylor, a beloved British comedian whose self-deprecating humour and observational style captured the cultural nuance Ruggable had been missing. In a series of campaign spots produced on British soil, Ellie playfully acknowledged the importance of our homes, how they reflect on us, and how quick we can be to judge one another based on our interior decor choices.
Solution
Where Americans might see easy, breezy, and laid-back, Brits see an opportunity to share a wry comment or two. Ellie’s comedic timing spoke to that very instinct, cutting straight to the heart of what makes a rug truly worthy: style, practicality, and a nod to British scepticism. These 30 second ads and social media teasers leaned into the humour that Brits embrace, reminding us that we can “keep up appearances” with a rug that’s both elegant and washable.
Results
Double Digit % Growth FY 24
Best trading month on record
31% rise in uplift in users to site
+20% SOV in campaign period
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