Case Study:
2020 Ecommerce Performance

Challenge

We needed to increase revenue for Lander by driving sales on their website for their premium outdoor gear, while also increasing their brand awareness.

 

Arm Candy’s media strategy focused on the lower-funnel channels, Paid Social and Programmatic Display, to efficiently drive sales. We designed campaigns for both channels that leveraged tactics driving the strongest ROAS.

We rolled out Social first, ramping up with a mix of conversion, DABA, DPA campaigns. Due to the size of the brand, the conversion campaign was out top performer and we rolled out programmatic display early in Q2 to scale our retargeting efforts.

During Q2, we were challenged with shifting our strategy to move one specific niche product. Paid Social and Programmatic Display did not prove to be strong channels for this type of goal, so we shifted our strategy back to maximizing revenue for Lander as a whole by the end of Q2.

Our Partnership-To-Date

Approach

During the first phase of our partnership, we launched Paid Social and identified which tactics drove success for Lander within this channel. We supplemented Social’s retargeting efforts with programmatic display in Q2 and drove record Lander revenue in May with their Memorial Day Sale. We focused part of Q2 on driving sales for one new niche product, but shifted our strategy back to all Lander products by the end of June.

Results

Over the course of these past 6 months, Arm Candy has driven a 31% increase in revenue year-over-year for Lander. We achieved a 1.39 ROAS, at a CPP of $34. Due to our media efforts, website traffic increased by 10% in 2020, with an 8% increase in new users for the same time period.

+31%
Increase Revenue YOY
+10%
Increase in Website Traffic YOY
$34
Cost-Per-Purchase
1.39
ROAS

Q2 2020 Performance

Approach

Q2 brought about a couple of strategy changes. We incorporated programmatic display into the mix to round out our retargeting strategy at the beginning of May.

May was a particularly strong month for the brand due to the strong consumer reaction to Lander’s Memorial Day Sale. Lander saw record revenue that month.

Towards the second half of Q2, we were challenged with shifting our Lander strategy to focus on one specific niche product. We moved the majority of our media dollars towards tactics promoting this product to maximize its sales. This did not help the overall Lander returns, so by the end of Q2 we adjusted strategies again to refocus on Lander as a whole.

Results

Over the course of Q2, we contributed to a 47% increase in revenue year-over-year and 10% period-over-period. Site traffic increased by 14% year-over-year and 11% period-over-period. During this time, we held a 1.29 ROAS.

1.29
ROAS
+47%
Growth in YOY Revenue
+10%
Increase in Revenue from Q1
+14%
Increase in website traffic YOY
+13%
Increase in New Users
+13%
Increase in Users

Q1 2020 Performance

Approach

With our goal being to increase revenue and drive sales, we launched with Facebook, aiming to hit a ROAS of 2.0. We slowly ramped up in spend as we optimized and implemented learnings. We rotated in new creative, testing different ad formats and products, pausing underperforming creative as needed.

Results

Over the course of Q1, we established learnings, leaning heavier into Facebook as that proved to be a successful channel for driving sales for Lander. Niche audiences worked best for Lander, as their products are very outdoor and tech focused. Backpacks were their most successful products, making up 31% of their revenue.

We achieved a ROAS of 1.52, contributing to a 16% revenue increase year-over-year. Lander has also seen a 6% increase in site traffic year-over-year with social being its top session driver.

1.52
ROAS
+16%
Increase in Revenue YOY
+6%
Increase in website traffic YOY
+2%
Increase in New Users
+1%
Increase in Users

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