Better sleep, bigger results: +350% organic revenue growth for MUJI
The challenge
MUJI, the minimalist Japanese lifestyle brand, sought to highlight the universal pursuit of better sleep, linking it seamlessly to their travel and relaxation ranges. The aim was to drive brand awareness, spark meaningful conversations, and position their products as essentials for travel, rest, and relaxation.
But the challenge didn’t stop there. MUJI faced a technical hurdle: launching subdomains in key European markets. Subdomains are treated as separate entities by search engines, meaning MUJI’s established domain authority wouldn’t automatically transfer.
The brief? To make MUJI and its subdomains more visible, relevant, and revenue-generating.
The solution
To achieve these goals, we launched a comprehensive SEO overhaul, and a Digital PR campaign designed to maximise visibility, drive engagement, and boost online sales.
First, we tackled the technical side by rolling out a series of SEO upgrades, including:
- Correcting hreflang tags: To ensure search engines served the right content to the right audiences in different regions.
- Schema implementation: To improve search engine understanding of MUJI’s content.
- Strategic page layout changes: To house additional content, boosting relevance and discoverability.
- Optimised, multi-lingual landing and product page copy: To ensure content resonates with local audiences, improves keyword targeting, and increases visibility in regional search results.
These upgrades would provide a robust technical foundation to support long-term search success.
Next, we developed a standout Digital PR campaign centred around a universal parallel: sleep. We surveyed over 2,000 adults in the UK and France about their holiday sleeping habits, uncovering surprising stats, such as:
To support the campaign, we created a dedicated landing page that acted as a central hub for engagement and education. It showcased the survey results, shared expert sleep tips, and provided further reading on MUJI’s sleep and travel ranges, connecting users to relevant product recommendations.
The page also featured an interactive quiz, offering personalised suggestions for the best places in Europe to visit based on users’ lifestyle habits and preferences. This playful yet practical addition encouraged interaction, while reinforcing MUJI’s reputation for thoughtful, wellness-driven travel and relaxation products.
With the landing page anchoring the campaign, we used our findings as the backbone for a compelling PR story, reaching and resonating across MUJI’s target markets.
Mainstream media outlets couldn’t get enough: Coverage spanned over 100 publications, including The Daily Mail, The Mirror, and MSN, putting MUJI and its products firmly in the spotlight.
“From concept to execution, we appreciate the team’s efforts to boost MUJI’s authority and brand visibility, while landing us in publications with great reach across the UK and France, despite the busy Paris Olympic season.”
Angeli Dahab, Marketing Manager
The results
This campaign wasn’t just a success - it was transformative.
By combining technical SEO fixes, on-page optimisation, and a headline-grabbing PR strategy, we significantly boosted MUJI’s online visibility, engagement, and revenue.
Not only did we help establish MUJI as a go-to brand for sleep and travel essentials, but we laid a solid foundation for sustained growth across multiple markets.