Declaring the digital high street 'o-fish-ally' open: an online growth success story
Weird Fish is a clothing retailer with both brick and mortar locations and a growing online presence. As with all non-essential shops in the UK, the March 2020 lockdown closed all Weird Fish stores. Overnight there was a big warehouse of stock and no open shop windows for it to be sold through. Retail was the worst hit industry as a result and job losses exceeded 40,000. 2020 saw some big brands fold such as Animal and Debenhams, so the stakes were raised to get the online offer right and start bringing customers in through the digital high street. As a response to this the business had no option but to continue trading online and increase investment there to keep the business afloat. A quick overhaul of the account was required as there was a prominent skew towards customers already familiar with the brand, and minimal activity attracting new ones.
At the start of lockdown, we were tasked with three main goals:
- Efficiently increase reach and acquire new users in order to sustain the business during the turbulent year ahead.
- Improve the online user experience as a way of substituting for physical store visits its customers were missing out on. We also needed to build a new brand experience which introduced new customers to Weird Fish and build a relationship from the brand awareness stage down to the final sale.
- Drive incremental revenue. More sales volume was required from paid search whilst remaining profitable. This required an overhaul of the account in a very small space of time to meet the business needs. The client was happy to accept an ROI of 10/1000% providing revenue growth was being achieved. It was imperative that we capitalised on the higher intent market during Q4 to maximise the revenue opportunity.
We took time to review the current offering and found the activity we had running to be heavily lower funnel and high-intent user targeted, without any focus on the brand awareness or consideration stages of the purchase process.
Understanding what was possible creatively from the client’s side, we worked from the bottom up to produce an ambitious full funnel approach, designed to acquire new users with measures in place to maintain cost efficiency. We planned to engage at the top of the funnel and push down users to add to the pool of high intent users who would sustain the business through repeat purchases.
We launched a range of mid and upper funnel activity including discovery, display and generic search. We also expanded our offering on the Microsoft Ads platform which gave us extra reach.
We knew YouTube would provide us with big reach at an affordable cost. We didn’t have any video assets to use however and filming during a pandemic could have been a costly undertaking.
We used Google’s creative services to re-purpose the autumn, winter, and Christmas social creatives to be more YouTube format friendly. We increased the pace of the videos, shortened the length and used simple calls to action to create an online buzz around the brand.
We topped all this off by testing and implementing fish puns in the ad copy which enhanced brand tone of voice and mirrored the tongue in cheek, dad-joke, fun style of communication the client has with its customers.