Armpocket® came to Exclusive Concepts in September 2019 looking for a partner to help find the right marketing mix and to grow overall sales. The merchant was unimpressed by previous agency experiences and was now also contending with changes in consumer behavior due to
an unexpected economic downturn.
Understanding Armpocket's goals and circumstances, EXCLUSIVE created a strategy unique to the merchant. We worked together to test various marketing channels, adjusting the channel mix and investments based on data-driven performance indicators.
Since our partnership began in September 2019, Armpocket has increased website sessions 150% and boosted sitewide revenue 129%. The brand more than doubled new website users through aggressive keyword targeting in Paid Search and search query funneling on Google Shopping.
Scroll down to read how EXCLUSIVE delivered these amazing results with an innovative multichannel digital strategy.
We kicked off our partnership with a focus on making immediate user-experience optimizations so the website was faster and easier for navigation and conversions. We then added keyword-optimized content of real value to the website. Once changes were made, we performed a UX audit and fine-tuned the website changes for further optimization.
When COVID-19 hit, Armpocket was able to easily adjust to changes in consumer habits as well as in fitness safety. We repositioned products to increase search volume and traffic, growing both conversion rate and revenue in March and April 2020 relative to the same period in 2019.
Next we dug deep into Armpocket's industry and concentrated on new and upcoming mobile phone releases. We made forward-looking keyword changes and content additions so the brand was always a leader in products and trends. Doing so increased Armpocket’s Page 1 SERP rankings by 60% year-over-year (YoY).
Prior to working with Exclusive Concepts, Armpocket did not employ a remarketing strategy across social platforms. The brand was also not targeting cold audiences. Since our partnership began, we’ve been testing cold audience tactics and retargeting campaign types to find the most-efficient mix.
In March and April 2020, we upscaled ad spend 1,000% compared to the same period the prior year. That 1,000% increase generated 5,600% more conversions via the social channel and increased RoAS by 318%.
PAID SEARCH + PRODUCT ADS
From the start of our partnership, we’ve been A/B testing which value propositions resonate best with the Armpocket audience. Do people like that the products are waterproof? Eco-friendly? High-quality? Contact us for more info.
The data spoke and we were able to double down on top-performing messages and scale budgets to see exponential results. When looking at March and April 2020 compared to the prior year's same period, we’ve spent 76% more ad budget to generate 169% more conversions and 157% more revenue. RoAS is up 45% as we capture the increased demand.
THE EXCLUSIVE SOLUTION
OUR APPROACH, IN SUMMARY
Analyzed and optimized the user experience on the Armpocket website as we began to drive more traffic to it.
Added optimized SEO content and used keyword research to help inform our Google Ads keyword strategy.
Brought new customers to the website via social, product ads, paid and organic search, then aggressively retargeted with social and paid ads while the Armpocket team managed the email retargeting strategy.
Discovered how to best reach each customer segment, then optimized each respective conversion path, cracking the code and unlocking Armpocket’s most-impactful marketing strategy and campaigns.
MEET THE TEAM RESPONSIBLE FOR ARMPOCKET'S SUCCESS
When you partner with EXCLUSIVE, you'll get your own specially selected group of experts to help you succeed.
By getting ahead of the curve with organic search content, ramping up paid ad spend, and finding the ideal audiences and what spoke to them, the Exclusive Concepts and Armpocket teams positioned the brand to meet the surge in demand and to capture long-term market-share from the competition.