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Shining a light on success for Dusk Lighting’s creative strategy

Learn how our creative approach to Dusk Lighting’s assets delivered a 126% increase in revenue year-on-year.

8 April 2025 6 minute read

Design

Our impact.

+126%

increase in revenue YoY

+45%

increase in purchases YoY

+140%

increase in add to carts

Dusk Lighting has been a leading retailer of contemporary and designer lighting in the UK for over a decade. Known for their stylish, high-quality lighting solutions, they’ve built a strong reputation for expert guidance and exceptional service in their industry. But as competition in the home lighting market intensified, standing out required more than just exceptional products - they needed a bold, creative-led approach to their marketing efforts.

In 2024, Dusk Lighting joined forces with Visualsoft’s creative team to refine their brand presence, enhance content across digital channels, and drive sustained revenue growth. The results? A 126% increase in revenue year-on-year, proving the power of a creative-first strategy.

A creative-first, unified approach

To meet Dusk Lighting’s goals, we developed a creative-first strategy that focused on high-impact visual content, strategic messaging, and data-driven campaign execution.

Our approach included:

Stronger brand storytelling – Using high-quality product imagery and aspirational lifestyle content to captivate audiences.
Seamless omnichannel execution – Aligning messaging across Social, Affiliates, Email, and Paid Search to create a unified brand presence.
Data-driven optimisation – Making use of audience insights and seasonal trends to refine campaigns and maximise performance.

Bringing the strategy to life: Key campaigns

Our creative-first approach was implemented through a series of high-impact campaigns, including the ‘Natural Radiance’ and the Eglo sale.

‘Natural Radiance’ Campaign

Leveraged seasonal lighting trends and aspirational lifestyle visuals to showcase Dusk Lighting’s premium product range.
Incorporated user-generated content and influencer partnerships to drive engagement.
Optimised across multiple channels, ensuring seamless integration between organic and paid media.

Eglo sale campaign

Focused on audience segmentation, using email and paid social to deliver highly personalised promotions.
Implemented dynamic product ads to retarget high-intent shoppers, increasing conversions.
Strengthened affiliate partnerships to extend reach and tap into new audiences.

Data-driven growth and performance impact

Our strategy delivered consistent month-on-month growth in key metrics, showcasing the power of a well-integrated marketing approach. Looking at the year-on-year performance (April 2024 vs. April 2023), we achieved:

• 126% increase in revenue

• 45% increase in purchases

• 140% increase in add-to-cart

These results highlight the long-term impact of a strategic, creative-first approach, positioning Dusk Lighting for sustained success in the home lighting market.

We’re really happy with the results of our creative-first approach with Visualsoft. Strong imagery and engaging content have made a big impact across our marketing, helping campaigns drive growth in sales and orders. Seeing an uplift has been great, especially as it hasn’t come at the expense of our ROAS value. A careful and considered approach, and it’s exciting to see it paying off.”

Jamie Moxey - eCommerce Manager

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