The main aim of the digital campaigns was to boost website traffic, store visits and offline product purchases. We used Facebook and Instagram video and collection advertisements, Google SMART and Display and the Waze map app. Compared to the same period the previous year, website traffic increased by 26%. Organic and direct traffic grew during the campaign period by 68% in total. The number of sessions that reached the website from social media grew by 198%.
What did we do to achieve this?
In order to raise brand awareness and broaden the scope within the target group, we set up video advertisements on Facebook and Instagram. First, these showed users forming part of the target group a short (6-second) video clip, then a longer (15-second) video clip about the same athlete. Also utilised in the awareness-raising phase for the brand were 6- and 15-second YouTube-ranked video advertisements.
These were also designed to shine the spotlight over successive weeks on a range of influencers (recognisable public figures and athletes) and their relationship to sport. There were also weekly posts on Google MyBusiness.
People who had already seen the video via a certain channel and had some sort of interaction with it we involved in the next phase, where we specifically introduced to them the sports clothing the athletes wear. For this we mainly used collection advertisements displayed on Facebook and Instagram and display advertisements, the aim of which was to bring people to the website to take a look at the products on offer and check their availability.
the aim of which was to bring people to the website to take a look at the products on offer and check their availability.
In order to increase the number of visits to the store by people in the target group planning to visit one of the store locations, we also utilised SMART advertisements displayed in the Google search and display networks and on Google Maps, and Waze advertisements close to the stores.
What were the results?
Compared to the same period the previous year, website traffic increased by 26%. Organic and direct traffic grew during the campaign period by 68% in total. The number of sessions that reached the website from social media grew by 198%. The volume of hits in organic searches for the brands included in the campaign (Nike, Adidas and Under Armour) grew by 168% during the campaign period.
The impact of using a number of channels in the advertising campaign strategy cannot be underestimated, and channels that the target group also uses on a daily basis are worth including in campaigns. With the help of well-planned, multi-stage strategies you can also grow website traffic volumes for well-known brands, and in working with your partners you can achieve useful (and quantifiable) results.