Background:
Columbia is a well-known global sportswear brand with >20 branches in Hong Kong as well as online shop, catering active consumers of all ages
Objective:
- Maintain brand presence online
- Boost online shop traffic & sales
Target Audience:
- Travel savvy
- Outdoor activities lovers
One-stop Solution Strategy:
Strategic Planning & Targeting
- Leveraged 6 pull + push ad solutions with strategic launch period (Always-on vs. Time-limited)
- Used 1st & 3rd parties data for precise targeting & retarget all website visitors
- Launched various types of creative Title & Description (T&D) for Search Engine Marketing to cater different audiences
- e.g. E-shop promotion, product features, etc.
Precise Optimization for Better Use of Budget
- In-house Negative Keyword Automation
- → >980 less effective keywords are excluded
- On-going optimization by integrating website analytics & data
- Self-built iMedia Platform to view ad performance anytime & anywhere
- → Transparency for timely optimization
Design & Production
- Provide graphic design service & create time-limited offers to
target audience by GDN, Facebook, YouTube & WeChat Ad
Results:
- CTR increased by 147%
- Website Traffic increased by 28%
- Conversion on online purchase increased by 26%
(Effectively drove e-shop traffic & sales!)
