Scottish Design Exchange

A brilliant Scottish social enterprise, the Scottish Design Exchange supports over 300 artists nationwide. We partnered with SDX to translate the quirky yet luxurious feel of their physical stores online, with the aim of not only boosting their social presence but also driving traffic towards their online store.

Our Work


During a tumultuous time, we needed to find a way to grow The Scottish Design exchange’s brand online to support the +300 artists across Scotland through a time of store closures and decreasing offline sales of 2020.


Initially, we created a brand awareness campaign to generate interest, engagement and drive traffic to the site. Guided by customer personas, we tested various interest audiences and creative, focusing on the locality of the artists and the variety and uniqueness of products available.

We then applied our learnings to a funnel structure by using winning audiences. This was blended with a number of retargeting techniques to re-engage website visitors, video viewers, social engagers, email subscribers and past purchasers, and lookalike audiences, to push users closer to transaction.

Integral to the success of the funnel campaign was the integration of the Facebook Catalogue and execution of Dynamic Products Ads (DPAs). These ads were set up to display the most enticing products to the right users automatically using carousels and collection ads. This was important for such a varied product catalogue, resulting in very strong CTR as well as sales.


After optimising for sales through sales-funnels in ads, we needed to make absolutely sure that all digital touchpoints were optimised, including organic social and email. We created a Content-CTA balanced schedule, highlighting artist tips and tricks, highlights, the benefits of shopping local, in-store promotions etc., allowing us to build the brand online and grow organic following by more than 230%.

Our Results

October 2020

855% Increase

Page Reach







Pilot Fish delivered us incredible results for our Black Friday and festive campaigns, with ROAS consistently over 5 for most campaigns and up to an incredible 14.8 for our abandon cart retargeting. Their team is responsive and helpful, making the whole process very easy for a small business like ours.
Leah Shaw Hawkins
Pickering's Gin
After meeting with Pilot Fish, we knew they were the team we’d been looking for! The best part about the partnership is that it is a collaboration, and we still have a lot of creative involvement, which was important to us.
Stefanie Bowles
Kick Ass Hostels
The work Pilot Fish has done for us with online marketing and social media has increased our online sales from almost zero to a point where many of our artists are making a very good income online. Their work has also increased our social media presence and following hugely, which we know we will benefit from for years to come. I can't recommend them highly enough!
Lynzi Leroy
Scottish Design Exchange
Pilot Fish could not have been better. We approached them to launch our product using paid advertising on Social Media, we were provided with clear advice on how to access our demographic and achieve our goals. Pilot Fish then enacted the campaign and managed it, along the way adding more creative. Their execution of the campaign meant we acheived over 1000 downloads on the product in a couple of weeks. We could not be happier with the results of the work and would happily reference them to anyone.
Adrian James
A dedicated and creative social-first team that works as an extension of our marketing department. PFM have been instrumental in helping us grow and develop our digital presence.
Jude Schweppe
Creative Director, Flowercard

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