Being a large brand in multiple retail stores, Shoshanna’s focus was almost completely centered on their retail presence, leaving their direct-to-consumer footprint uncultivated. They had spoken with multiple agencies in an attempt to start growing their online presence, but ultimately engaged with Group 8A as they appreciated the performance-based payment structure understanding that it incentivizes aligned interests more than the traditional agency percent-of-spend payment structure. Shoshanna and Group 8A’s goal was to help bring this retail success online and grow the direct-to-consumer presence.
While LPLA was selling consistently on a monthly basis via the website, G8A & LPLA recognized untapped demand from a nationwide customer base that was familiar with the brand and products but unaware of the opportunity to purchase a wide assortment in a seamless way from the LPLA website. As a phase 1 objective, G8A launched highly targeted Paid Search and Paid Social campaigns aimed at capturing the brand-aware LPLA base and convert them into online buyers as well.
As a fast-follow to phase 1, we deployed phase 2 focused on prospecting new potential customers who were previously not aware of the LPLA brand, but that fit the buying persona of LPLA shoppers. The primary channels employed in this pursuit were Paid Social, Display and Influencer Marketing and the primary messaging focused on brand value and third party credibility via quotes from external publications.
We met with many different agencies and the proposal from Group8A's team was radically different from the rest. Their approach is extremely results-driven and quantified-every initiative has a goal and dollar value attached to it. In an environment where KPIs are somewhat vague and empty buzz words are the norm, this is extremely appreciated!
In tandem with phases 1 and 2, G8A and LPLA developed email and text marketing initiatives to consistently keep our online customer base engaged and up to date on new styles, promotions and general LPLA news. While phases 1 and 2 developed the base of customers on the website, this enhanced our ability to foster greater relationships and business with that customer base.