A leading Australian men’s fashion brand that specialises in high quality designer suiting had developed a new range of underwear to launch in store and online, just in time for Christmas trading. The brand was very clear on its target demographic, but needed support in raising awareness for the new product line to drive sales.
In particular, it wanted support to understand the right digital marketing mix to maximise its budget, and achieve its commercial goals for its range.
Our team already had historical knowledge of the brand through previous paid search and SEO activity we'd conducted on its behalf. So we reviewed the existing results to define a launch framework, to maximise both organic and paid activity. This included understanding the search demand for men’s underwear consistent with our client’s high quality product and positioning within the market.
We also proposed new strategies to support and drive the brand message. These activities included:
Targeted AdWords campaigns
Strategic blogger activity
Site takeovers aimed towards the target demographic
Social takeover and advertising
Crafting blog entries
Creating a best practice digital & PR outreach strategy focusing on content and quality link building
Targeted YouTube TrueView advertising
For the period, the campaign resulted in year-on-year results of: