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Background

An emerging athletic shoe brand that saw tremendous growth early on from exposure through Oprah, celebrities, and key
retail partnerships. Having only invested in small campaigns, they realized their upper funnel and organic growth was flat and
in need of a growth strategy and plan.

Misson

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Results

Tremendous seasonal sales growth and a strong halo effect.

Multi-touch attribution and dynamic creative development

In order to do this, we conducted a deep dive with their financial data to create models and benchmarks to determine proper investment levels while simultaneously consulting on a complete data structure to collect customer data through to purchase, complete with multi-touch attribution as a way to tie back marketing efforts to true revenue growth.

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As a way to structure the campaign to reach the best customers, we modeled their existing brand footprint to develop strategies focused on high awareness market and convert quickly, combined with lower awareness markets to establish the brand to provide a future upper funnel outlet as a foundation of long-term growth. All of this combined to deliver tremendous sales growth during the key holiday period while also establishing a strong halo effect for the brand leading out of the holiday period.

In order to account for all channels in market, a multi-touch strategy was put into place giving full insight into every component that played a role in every conversion journey, helping us understand marketing impact, user journey, choke points, and ultimately unveiling key opportunities to further influence the sales cycle.

Being a high growth, premium brand, image was a critical component to maintain, with this in mind, we consulted heavily in the creative execution for this first paid effort, resulting in strong message testing and dynamic creative to deliver the brand in market both effectively as well as in a beautiful “on brand” style.

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Name here
Chief Marketing Officer, Company