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This brand started with zero online revenue. Today, the online revenue accounts for 25% of total sales and we are able to continuously scale online profitably. The blended ROAS for the entire year measures at 450%.
This brand was a predominantly retail focused product with no online presence at its conception. The vision was to begin selling this product online, however due to the limited retail data available, it was especially challenging to understand the customer demographic. Prior to taking over this account, the only online asset was the website with a contact form, however this did not even include the ability to purchase online.
Unfortunately there were no tags, pixels or CRM database to help understand the existing customer base. The first step was to implement all the necessary tags and pixels along with an email popup form to allow us to build a CRM database. This allowed us to analyze the audience and better understand the buyer demographic. This was then used to create several buyer personas, allowing us to eventually create a full digital funnel.
This brand started with zero online revenue. Today, the online revenue accounts for 25% of total sales and we are able to continuously scale online profitably. The blended ROAS for the entire year measures at 450%.
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The challenge was differentiating American Eagle Outfitters from its competitors in the teen specialty retail space as well as keeping all social media channels fresh and unique to increase followers, engagement and traffic to the website.
Work to get the Water For People non profit applied to the Google Grants program ($10k/mo ad spend cap) and long term, get them accepted to the Google Grants Pro ($40k/mo cap).
Advertising budget was doubled but pipeline from digital channels remained the same. Lack of reporting and clarity between channels driving performance
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