Digital Marketing
Brand, Paid + Organic, Content
The core of our marketing approach develops and executes strong cross-channel digital strategies. Whether you are looking to build awareness for your brand, generate quality customer leads, or sell direct through e-commerce, our team will help you reach your goals. We will work closely with your in-house team or directly with you to follow the data and analytics to identify those goals and to establish how we measure success.
Throughout the partnership we will develop best practices and find areas of opportunity that are best achieved when paid and organic efforts work in tandem.
Performance Marketing + Brand Positioning
Client: Ralph Lauren
This project managed performance marketing efforts, Google Search and Shopping, for the Ralph Lauren portfolio of brands. The brand’s performance goals were delivered by annual planning of multi-million dollar budgets that were optimized across its portfolio.
At a high level, the company was concerned with positioning Ralph Lauren as a luxury brand. Data from our campaigns indicated stronger demand for the more affordable brands in the portfolio.
As a direct response channel, driving conversions was the primary goal. In order to deliver on the primary goal, we focused on capturing the existing demand for lower priced products rather than shifting the larger customer perception toward luxury.
Before
Search results for the term "ralph lauren" included a range of price points, from affordable to high-end luxury, that were too wide. The broad array of price points across the Ralph Lauren portfolio of brands created difficulties in providing relevant search results for user.
SOLUTION
The use of first-party customer data allowed us to customize the search results for returning customers. In situations where it was known that a customer previously made a purchase, they were served products at a similar price point (i.e. keeping luxury users in a luxury experience, etc).
We also knew that the luxury products were likely to be out of range for the majority of search customers and could decrease the likelihood of a sale. This led us to serve more affordable products as the default experience for first time customers.
Results when the customer has been a previous purchaser of the higher-end sub-brand, Double RL.
Default results that show shoppers the items within the most revenue generating line, the Polo sub-brand.
Increasing Revenue Via Marketing + Web Design
Client: Tokens & Icons
We worked closely with Tokens & Icons, a high-end men’s accessory and gift design and retail company, to help them transition to and increase focus on eCommerce and direct-to-consumer models.
Over the past 2 years we provided them with:
Analysis of market and demographic trends and patterns.
Marketing strategy. Which channels, when and why.
Collaboration with client’s in-house creatives on art direction to produce cohesive visuals and copy.
Implementation and management of paid campaigns.
Areas of Contribution
Marketing
Analyzed market and demographic trends and patterns.
Digital strategy that helped to determine the relationship between paid advertisement, organic social, website, email marketing, and more.
Implementation and management of Paid Advertising on Google, Facebook, Twitter, Pinterest, and more.
Web Design + Development
Created website architecture and flows using customer insights, web data, marketing requirements, and client goals to accommodate all needs.
Engaged client collaboration by providing visual mock ups of key pages.
Worked closely with client on content strategy and implementation.
Developed site on Shopify platform.
Provided detailed documentation and instructions for client to modify content and the maintain site.
Art Direction + Creative Strategy
Collaboration with client’s in-house creatives to produce cohesive and effective visuals and copy.
Year Over Year Increases
Q4 2020 compared to Q4 2019
In 2021-2022 we transitioned away from Facebook and Social Paid advertising to Google Advertising. At the same time, we built, designed and implemented a new e-commerce site which launched in June 2022. The refinement of marketing efforts and a site optimized for customer needs drove continued revenue and engagement increases.
We increased the client’s revenue by 62%, increased the number of orders by 67%, increased traffic by almost 150% in 2020 Q4. vs. 2019 Q4.
REVENUE INCREASES
We shifted focus from image-based display and social advertising to Google Shopping ads, where users have higher purchase intent.
JAN-JUN 2022, YOY
+47%
TOTAL REVENUE INCREASE
JUN 2022, YOY (POST-WEBSITE LAUNCH)
237%
MOBILE REVENUE INCREASE
160%
TOTAL REVENUE INCREASE
SALES SPEND EFFICIENCY
We transitioned from Google Display to Search in order to increase relevant ad placement, reach likely potential customers and to ensure that customers found the products in their search.
JAN-JUN 2022, YOY
+32%
TOTAL CVR INCREASE
JUN 2022, YOY (POST-WEBSITE LAUNCH)
45%
MOBILE CVR INCREASE
88%
TOTAL REVENUE INCREASE