The Athlete’s Foot
See how we helped a global footwear brand increase ROI by 301% in one quarter.
Increase in Revenue
+195%
Increase in ROAS in Q1 2019
+307%
Increase in ROAS in Q2 2019
+82%
New e-commerce transactions in the first 3 quarters
7000+
Client Overview
When a global footwear company like The Athlete’s Foot USA (TAF USA) decides to launch a brand-new e-commerce site, it looks to partner with a digital marketing agency capable of driving online sales at enterprise scale. Then RightSymbol comes into role.
Brand's Objectives
TAF planned to launch a new e-commerce site in Q4 2018 and they wanted to hit the ground running.
We plan to deliver on aggressive sales goals for the 12 months following the launch.
TAF wants Right Symbol to create and manage all digital advertising campaigns and SEO strategies.
The goal was to increases revenue for TAF, quarter by quarter, using a mix of digital marketing strategies.
Strategy & Tactics
TAF had the launch at a critical time when sales tend to peak during Q4. The company needed to get their digital program up and running so that sales were being driven from day one.
To meet these aggressive strategic objectives, we launched with a mix of targeted strategies.
Strategies were monitored and refined, modified, or replaced – always based on the data – in every quarter. It was broadly comprised of the following:
Results
The general strategy, KPIs, and progress are detailed below, from Q4 2018 through Q2 2019.
Q4 2018
Launch the e-commerce site and associated marketing activities.
- Drove more than 1000 new transactions.
- Increased visibility on industry websites, especially during Cyber Sale and Black Friday.
- Achieved CPM on par with the industry average.
- Identified the mix of target footwear brands most likely to drive revenue.
Q1 2019
Focus on feed-based initiatives, social media campaigns, and promotional periods.
- 195% increase in revenue from Q4 to Q1 2019.
- 301% increase in ROAS, including positive ROAS for all three months.
Q2 2019
Maximize feed-based initiatives, drive awareness on social channels, surface sale items in relevant searches.
- 10.7% increase in ROAS
- Summer Markdown creative drove a 17x ROAS.
- Reached April high point in terms of media revenue and efficiency.
- 97% increase in new Email subscribers.
- Up to 5x ROAS for certain products through social stories.
CONCLUSION
- From Q4 2018 to Q2 2019, TAF USA worked with RightSymbol to increase Return on Ad Spend (ROAS) from .86% to 3.89%.
- By Q2 2019, TAF USA and our team understood where to focus and expand resources to maximize reach and revenue.
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