Ruark:
Creating engaging stories to drive brand love
The brief:
Storytelling as a catalyst for increasing engagement with a digital community
The Work
Whatever way you spin it, PR is all about great storytelling. That’s how you ensure customers feel connected to your brand and inspired to invest in your products.
British audio pioneer Ruark enlisted Nous to help build an enduring bond with its customers through compelling narratives that reinforce the desirable design and sonic credibility the brand has earned over nearly forty years in business
Since mid-2021, we’ve crafted monthly journal entries, covering everything from décor trends to interviews with leading industry figures that act as trusted ambassadors of the Ruark brand. Instagram partnerships with influencers have also been repurposed for the Ruark journal to give further authenticity to the brand as a leading voice in the world of home audio and as a conduit for one of life’s essentials: music.
The Nous team then distributes those diary-style journal entries via a newsletter that’s disseminated to over 70,000 loyal subscribers.
The Impact
As a team including a number of ex-journalists, we’re intimately familiar with the impact generated by compelling storytelling.
In the case of Ruark, the numbers speak for themselves. In the last year, revenue generated by newsletters – as well as the average order amount - has increased by around 50%, proving that our content is helping to build that bond of trust between consumer and client, empowering them to purchase products from the brand they’ve come to love.
Meanwhile, newsletters are being opened by recipients 21% more frequently YoY, and the click rate (the number of clicks through to the Ruark website via the newsletters) has increased by over 13%.
The number of people that unsubscribe has fallen by nearly 3% - a fantastic indication that the content we’re crafting is hitting the right note with Ruark’s audience of music and radio lovers.
"We’ve worked with Henry since 2006, so when he formed Nous Communications in 2018, we did not hesitate to say that we would join him. Nous are thoroughly professional and it is obvious that people in the media hold them in high regard and most importantly enjoy working with them."
Alan O'Rourke, Founder
+13%
Click Rate
+48%
Revenue from newsletters
+53%
Average order revenue from newsletters