Work
Expanded B2B brand's strategy to DTC - resulting in 89% increased in revenue
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.
- ClientNational Outerwear Company
- IndustryOuterwear / Workwear
- ServicesPaid Media - Paid Search - Content Strategy - SEO - Audience Identification and Segmentation
- TechnologyShopify, Google Analytics, SEMRush
- MarketNationwide
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.
- 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
Optimized every touchpoint with a full-funnel approach using paid, organic, and audience data.
Increased search visibility with optimized pages, targeted content, and refined keyword strategy.
Partnered with influencers to boost brand awareness, engagement, and conversions.
Results
SEO Struggles in the Outerwear Industry
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