TRIPLED CLOTHING BRAND REVENUE FROM <$1 MILLION to OVER $3 MILLION ANNUALLY IN 2 YEARS
TRIPLED CLOTHING BRAND REVENUE FROM <$1 MILLION to OVER $3 MILLION ANNUALLY IN 2 YEARS
Dandy Worldwide built an aspirational brand of sweatshirts and hoodies evoking the Southern California beach lifestyle with just influencer marketing on TikTok and Instagram aimed at high school student. They had built sales up to just under a million a year in revenue but the brand really wanted to ignite growth.
Dandy approached SmartClick looking to drive more revenue using paid channels, but wanted to do it authentically, in a way that would not cheapen the brand or make it look like a sellout.
The initial plan was very simple: Drive revenue with a combination of Instagram ads to drive awareness, and launching Criteo Retargeting to plus out frequency of message and drive aware non-purchases to buy. Layering Instagram ads over the organic Instagram the brand was already doing turned out to be key to igniting growth for the brand. An important component of these Instagram campaigns was hive targeting, taking a sophisticated analysis of where purchases were coming from and matching up the geo-demographics of purchasers to target other students at the exact same high school.
After a strong initial 6 months, to tighten up the marketing funnel and capture even more revenue generated by awareness building and word of mouth, SmartClick built out sophisticated paid search campaigns on Google and Google Shopping. In addition, SmartClick took over email marketing and refined the creative approach.
These efforts by SmartClick resulted in Dandy Worldwide hitting a run rate of over $3 million in revenue in just the first 18 months of working with the brand. This was the fastest rate of growth we've seen in such a short period of time and we're excited to see what the future brings.
Dandy Worldwide built an aspirational brand of sweatshirts and hoodies evoking the Southern California beach lifestyle with just influencer marketing on TikTok and Instagram aimed at high school student. They had built sales up to just under a million a year in revenue but the brand really wanted to ignite growth.
Dandy approached SmartClick looking to drive more revenue using paid channels, but wanted to do it authentically, in a way that would not cheapen the brand or make it look like a sellout.
The initial plan was very simple: Drive revenue with a combination of Instagram ads to drive awareness, and launching Criteo Retargeting to plus out frequency of message and drive aware non-purchases to buy. Layering Instagram ads over the organic Instagram the brand was already doing turned out to be key to igniting growth for the brand. An important component of these Instagram campaigns was hive targeting, taking a sophisticated analysis of where purchases were coming from and matching up the geo-demographics of purchasers to target other students at the exact same high school.
After a strong initial 6 months, to tighten up the marketing funnel and capture even more revenue generated by awareness building and word of mouth, SmartClick built out sophisticated paid search campaigns on Google and Google Shopping. In addition, SmartClick took over email marketing and refined the creative approach.
These efforts by SmartClick resulted in Dandy Worldwide hitting a run rate of over $3 million in revenue in just the first 18 months of working with the brand. This was the fastest rate of growth we've seen in such a short period of time and we're excited to see what the future brings.
Prana is a climbing and yoga clothing manufacturer that makes high quality, premium-priced products. Online revenue was stagnant with literally no growth year over year. prAna engaged SmartClick in a multi-year project to grow online revenue.
SmartClick identified several huge opportunities for the brand:
1. prAna's paid search campaigns were set up grouping many unrelated keywords into large ad groups. This meant that Google perceived the brand's ads to be less relevant, assigned many keywords low quality scores, which meant that prAna was paying 40-50% more per click than they needed to.
2. prAna was not bidding on their own branded keywords, missing out on controlling valuable real estate on search engine results pages.
3. prAna had never had a live product feed and had never advertised on Google Shopping.
4. The brand was not advertising on other growing paid search platforms like Bing and Yahoo!
SmartClick made changes to prAna's Google Ads account structure, added detailed branded keyword campaigns, created a product feed and launched Google Shopping campaigns. They also added Bing and Yahoo! Campaigns.
Within the first month, revenue from online paid search skyrocketed, capturing over $200,000 of incremental revenue in the first month on Google Shopping alone. Eventually, these changes resulted in a doubling of revenue in year 1. With continued optimization and campaign expansion, SmartClick doubled online revenue for prAna in year 2 and year 3.
SmartCLick's work increased brand value dramatically and the growth SmartClick created online for prAna over this 3-year period was a major factor in Columbia Sportswear purchasing prAna at the 3-year mark. Andy Creighton, Director of E-Commerce for prAna Clothing wrote, "I would gladly recommend SmartClick to any prospective clients."
