Search Engine & Social Marketing

After running some additional tests, we decided to direct the customers to the home page instead of specific product pages. Despite acting against industry standards and risking to lose the visitors, we saw significantly greater results with this purchase path, which we attributed to the customer having a company overview, the message behind the brand, and a large range of available products to shop.

Our paid search team increased impression volume by launching new campaigns around non-brand search terms and by multiplying more strategic keywords (bras, swim, LGBTQ, plus size). They also added additional coverage around core underwear terms. To drive sales volume, we increased non-brand campaign presence and took a fresh approach in remarketing.

To feed the top of the funnel, our social team crafted a brand awareness campaign to share the brands’ story with a larger audience, increase the brand’s visibility, and in turn, drive new users to purchase. This coupled with dynamic remarketing ensured new customers and a personalized multi-touch campaign resulting in more sales. Our messaging was adapted based on whether a user browsed or abandoned their cart. For higher value users closer to the end of the funnel, we incorporated strong CTAs and promotional offers. By exclusively offering promotions we could bring the user to the tipping point without over tapping the budget.