Taking US equestrian brand Ariat on a European hack
Ariat have been blending technology and performance in their equestrian, western and country products for over 25 years, expanding from the US into the UK, Europe, Australia and New Zealand.
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57%
INCREASE IN CONVERSION RATE
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25M
IMPRESSIONS DELIVERED (48% YOY RISE)
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108%
REVENUE INCREASE
Objectives
After helping Ariat establish a strong foothold in the UK market, the next challenge was to expand the current activity and follow suit across the key locations within Mainland Europe.
With no previous shopping structure our initial objectives were to create a new revenue stream for Ariat after having already built them a strong presence on search in the UK & mainland Europe.
More recently our goals have been focused on scaling activity across numerous locations and supporting the business in it’s aggressive growth plans whilst maintaining efficiency.
Strategy
We overhauled our shopping structure following the unique taxonomy we built to improve overall performance.
This allowed us to focus on the key areas of growth for Ariat to assist in hitting their aspirations for each category. Similarly allow us to focus on the business internal key areas of growth to help hit growth targets for each category.
Ongoing SKU-level optimisations to continue to maximise impression share on top performing products/categories to following the most up-to-date performance trends.
Continued to research new territories to expand into. Working alongside the client to get localised feeds in place to launch activity across numerous new locations across Europe – helping to increase our search volume & drive incremental revenue from our shopping activity.
Most recently we made a switch over to Performance Max campaigns to further our reach & effectiveness of our campaigns.
Results
Reach increased with over 24.6 million impressions served after we increased our number of ad placement opportunities across Google Display Network, YouTube & Gmail – a 48% increase on the previous period.
We drove further brand awareness in new territories where Ariat has expanded into, increasing our top of funnel traffic & allowing us to later re-engage those users and lead them to convert.
We scaled activity whilst remaining within our Target ROAS. The machine learning has helped us increase the effectiveness of several previously struggling campaigns, allowing us to grow the spend & sales figures across all of the campaigns long-term.
James Wilson, Brand & DTC Director, Europe - Ariat"We love working with Chris and the Honcho team, after 6 years their team and ours continue to get closer and more granular on how we can improve our Consumer acquisition and awareness. It’s great working with people with the same growth mindset but even better when the results follow, which they consistently do."
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