RUNNER’S HIGH CASE STUDY

Overview:
When a worldwide footwear firm like runner's high decides to create a new ecommerce site, it looks for a digital marketing agency that can drive enterprise-scale online sales. Miintbyte was engaged by Runner's High for just this reason: it is an inventive, creative, and brand-focused firm with a track record of handling significant media accounts. Moreover, Miintbyte was the only agency capable of meeting demanding traffic and revenue targets. Runner's High partnered with Miintbyte to boost return on ad spend (ROAS) from.86 percent to 3.89 percent between Q4 2018 and Q2 2019, including a 195 percent growth in revenue in the first quarter after establishing a brand-new ecommerce site selling athletic footwear, apparel, and accessories.

Objectives:
Runner's High had planned to launch a new ecommerce site in Q4 2018, and they wanted to get things off to a fast start. The company established a plan with the support of the Miintbyte team to meet aggressive sales targets in the 12 months following the launch. Runner's high would rely on Miintbyte for creating and managing all digital advertising campaigns, as well as guiding search engine optimization (SEO) strategies aimed at improving brand positioning, increasing brand visibility online, and raising awareness among the runner's high target market. Ultimately, employing a combination of digital marketing methods, the goal was to gain incremental revenue growth for Runner's high quarter after quarter.

Strategy & Tactics
The launch of Runner's High's new ecommerce site was timed to coincide with a significant period of the year: the fourth quarter. Sales for many ecommerce businesses tend to peak in the fourth quarter. The organisation needed to get their digital programme up and operating quickly so that sales could start flowing right away. To fulfil these aggressive strategy goals, the Miintbyte team began with a mix of focused tactics that would be monitored, refined, deleted, or changed on a quarter-by-quarter basis, always based on data. Though the mix of techniques changed slightly each quarter,

Results:
The ecommerce site was launched using a plan that included an aggressive launch, followed by quarterly monitoring and refinement. From Q4 2018 to Q2 2019, the overall plan, key performance indicators (KPIs), and progress are outlined below.

Q4 2018
Launch the ecommerce site as well as the marketing activities that go along with it.

The stated goal of Q4 (phase 1) marketing activities was to test numerous strategies before identifying and refining core strategies based on KPIs discovered throughout the discovery process. What are the KPIs? Transactions, incremental revenue, and return on ad spend (ROAS). Given that the Q4 plan coincided with the introduction of the ecommerce site, it was heavily geared on generating income. It was also a period of intense strategy testing, as Miintbyte experimented with several channels and ad formats to see what worked best for this new digital audience.

Q1 2019
Feed-based efforts, social media campaigns, and promotional times should all be prioritised.

The goal for Q1 2019 was to offer more feed-based initiatives before focusing on the core strategy based on proven successes. This included the use of social stories on new releases, brand bananas, and Facebook DPAs in addition to PLAs and DCOs. Miintbyte also worked on email marketing list segmentation, which resulted in much improved open rates.

Q2 2019
Boost feed-based activities, raise awareness on social media, and bring sale goods to the top of relevant searches.

By the Q2 of 2019, Runner's High and the Miintbyte team had figured out where they needed to focus and develop resources in order to maximise reach and income. This includes a higher focus on email campaigns, which saw a 127 percent rise in income and a 97 percent rise in subscribership, as well as Google Shopping, text advertising, and DPAs, which saw revenue gains of 66 percent, 13 percent, and 14 percent, respectively.

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