Expanded B2B brand strategy to DTC, resulting in 89% increase in revenue
A 20-year-old outerwear brand needed to shift from B2B to direct-to-consumer. We repositioned the brand, launched multichannel campaigns, and built a data-driven acquisition engine that transformed their ecommerce trajectory.
Challenge
A 20-year-old outerwear brand needed a new strategic direction to expand ecommerce sales while shifting a portion of its business from B2B to Direct-to-Consumer. To succeed, they needed to better understand both their existing and potential audiences in this new market.
Solution
While the products remained largely unchanged, repositioning the brand for consumers rather than procurement teams required a balance of familiarity and fresh appeal. Historically viewed as workwear, the brand’s high-quality products needed to be reintroduced as versatile, all-weather apparel for a broader audience.
A strategy was developed to showcase the clothing in real-life scenarios beyond traditional work environments. By highlighting its functionality for anyone who spends time outdoors perceptions shifted, expanding the brand’s appeal to new consumer segments.
Key Initiatives
- Comprehensive SEO strategy
- Vetted, partnered with and tracked results from qualified influencers
- Combined multiple segments using 1st & 3rd party audience datasets
- Launched multichannel prospecting and retargeting campaigns across search, social, and intent-based display + native
- Conducted A/B testing on multiple creatives and offers throughout the year
Results
Competing in the crowded outdoor apparel market required a strategic approach to content and keyword targeting. By refining technical SEO, enhancing site structure, and producing high-quality, relevant content, the brand saw significant improvements in search rankings and organic traffic.
- 105% – Increase in revenue from paid media
- 89% – Increase in overall, attributable ecommerce revenue
- 687% – ROAS in new channels
- 489% – Annual increase in ROI