Our client, a British outdoor apparel and equipment brand, was born from the needs of hardy British surfers. Based on the rugged Cornish coast, they've grown into a leading name in sustainable, performance-driven outdoor apparel.
Their products, designed for life on and around the sea, embody a strong connection to nature and a commitment to environmental responsibility.
The Challenge
Despite their strong brand identity, our client faced several challenges in their digital marketing efforts. They sought more strategic input and creative direction, feeling that their existing strategy lacked proper implementation.
Transparency in data reporting was a concern, and they needed a more thorough audience strategy to effectively reach their diverse customer base.
Our Approach
We developed a comprehensive digital marketing strategy focusing on:
- Optimising paid search campaigns
- Implementing a full-funnel approach for paid social
- Prioritising new customer acquisition
- Improving creative assets and audience targeting
The Solution
Our team was led by Business Director Natalia & Strategist Luke, with John spearheading Google Ads & Shreya managing paid social. Together they implemented several key initiatives:
- Reduced brand spend by 79.5%, allowing organic revenue to grow 145.5%.
- Consolidated Google Ads campaigns from 34 to 12, improving efficiency
- Implemented shopping campaigns prioritising new customer acquisition
- Developed a multi-market catalogue for improved data and user experience
- Launched brand awareness campaigns with UGC content
Results and Impact
Our efforts yielded impressive results:
- Global online revenue reached £4.4M, 27% above target
- Paid channels contributed £1.3M, a 27% increase over target
- ROAS improved from 2.1 to 3.1(or increased by 47.62%)
- CAC decreased decreased by 4.46%
- New customer base grew by 15% YoY - 3% above the global target
Future Outlook
The client is now poised for continued growth, with deeper insights into their audience segments and effective marketing messages. We're exploring urban targeting expansion through:
- New brand awareness and video view campaigns on META
- City-based keywords and urban-focused asset groups on Google
- YouTube campaigns with city/urban-themed content
Key Learnings
Full-funnel approach
Engaging audiences at every stage of the customer journey is crucial for maximising campaign effectiveness.
UGC content
Our UK Brand Awareness campaign showed that user-generated content significantly outperformed traditional video ads.
Audience insights
Understanding that the 25-44 age group accounts for 56% of revenue from Meta, with a 64% female skew, allows for more targeted marketing efforts.
Ready to ride the wave of digital marketing success for your brand?
Contact us today to learn how we can help you surpass your targets and connect with your audience more effectively.
