Although they've been around for over 50 years, luxury leather goods brand Ghurka was not leveraging a full-funnel performance strategy. With average order values around $1,500, the brand needed to make sure they were reaching qualified audience segments to realize true revenue potential.
We produced a multi-channel approach, hitting consumers at all levels of the funnel. Top-of-funnel campaigns were deployed across paid social and search channels to introduce the brand's high-quality materials. These campaigns reached consumers who were likely in the market for similar brands like TUMI, Louis Vuitton and Rimowa. From there, we measured ad engagement across several audience segments to find users who were most likely to enter the middle and bottom of the marketing funnel. We launched an ad sequence focusing on product versatility, user testimonials and earned media (garnered by our friends at hellocle.com) to nurture consumers over a 30-day period.
Today's consumers want to be introduced to similar brands they already know about. They want options. But don't waste their time if the product can't truly stack up to the competition. If you do, you're wasting ad dollars, too.