Digital/Demand Generation Case Studies

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Direct-to-Consumer eCommerce

Business Challenge:

With more brick-and-mortar retailers shuttering stores, on top of intense competition from Amazon, Jet and other online retailers, the Company needed to expand distribution and attract a new and broader client base to drive its high-margin men’s suit business.

The Solution:

The Company launched a new men’s suit line with innovative fabrics and technology, becoming the first to offer a truly machine washable, high-quality, tailored suit. Using this unique product attribute and differentiation as the core-marketing message, the Company successfully launched an aggressive, multi-channel marketing and demand generation digital campaign. Tactics included banner ads, social media, media relations, affiliates, HTML mailers, website promotions, videosinfluencers, Google shopping, PPC, remarketing and retargeting  programs.  Within the first six weeks of this campaign, the Company realized a solid 36% boost in suit sales, double-digit increase in average order value, website traffic, conversions and a triple-digit increase in new customer acquisition showcased by the growth of its loyalty program opt-in subscribers. 

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Ridesharing Services

Business Challenge:

The Company needed to increase awareness to generate new bookings as it was expanded its footprint and added services in a hyper-competitive marketplace.

The Solution:

An aggressive digital integrated demand generation/customer acquisition campaign was launched utilizing print and electronic ads, direct response mailers, multi-channel social media, affiliates, discount deal sites, influencer marketing, mobile user acquisition, PRblogs and media relations.  The campaign focused on the value of planning ahead and booking a designated driver featuring a special introductory rate.  As a result of the campaign, the Company had to aggressively hire more drivers as it generated more than 100% increase in mobile app downloads, new customer registrations and successful conversions to eCommerce bookings.

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Direct-to-Consumer eCommerce

Business Challenge:

The Company was late in launching its Spring/Summer collection and the competition had already launched several weeks prior.  To compound matters, its website traffic, AOV and conversions had fallen to their lowest levels in the past six-months.

The Solution:

The Company launched a two-week pre-season sale to create buzz for its new collection.  Using an aggressive, multi-channel growth marketing and demand generation digital campaign, the Company ran banner ads, social media, media relations, HTML mailers, Lookbookswebsite promotionsvideos, blogs, influencer and affiliate campaigns, Google shopping, PPC, remarketing, and retargeting programs.  As a result of this campaign, the Company realized record sales, traffic and conversions for the month, increased its AOV three-fold, and achieved a triple-digit increase in new customer acquisitions, showcased by the growth of its opt-in email subscribers, as well as social media followers and engagement.

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Direct-to-Consumer eCommerce

Business Challenge:

The Company needed to drastically increase sales, distribution and awareness for one of its key premium high-end women’s designer labels, as wholesale sales started to soften, as key brick-and-mortar retailers shuttered doors.  The Company was also seeing significant price erosion on the brand as Amazon and Jet were deep discounting, and breaking the MAP pricing model.

The Solution:

To protect pricing and build stronger brand awareness, the Company determined it was best to build a direct-to-consumer eCommerce site for this key brand.  Within six weeks, the Company merchandised and launched a fully operational eCommerce business.  To promote the site, the Company implemented an integrated multi-channel marketing and digital demand generation campaign utilizing banner ads, social media, media relations, HTML mailers, website promotions, influencers, affiliates, Google shopping, PPC, remarketing and retargeting  programs.  As a result of the campaign, the Company was able to begin transitioning distribution from wholesale and marketplace channels to its new direct-to-consumer website, protecting pricing and brand investments.  In addition, the campaign was able to generate 9,500 new opt-in consumers in less than three weeks through innovative social media, growth marketing and digital advertising programs. The site also delivered the highest average order value and margins compared to its family eCommerce brands within the first quarter of its launch.

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National Retail Department Store

Business Challenge:

Regional sales in the children's department were declining by a double-digit percentage attributed to the growing trend of schools implementing strict dress codes and uniforms.

The Solution:

The Company approached schools in selected markets offering to sell approved apparel to meet uniform requirements in exchange for marketing access to student families. The schools benefited by having a local retailer with competitive pricing versus just online/catalog options. With targeted and personalized direct response campaigns, store traffic increased enabling the retailer to cross-sell and upsell casual and weekend wear in addition to uniforms. As a result of the program, participating stores achieved double-digit revenue growth and the highest sales per square foot in the region.

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Telehealth Subscription Services

Business Challenge:

The Company needed to boost its member engagement and utilization of its DTC subscription medical services to stay on target with annual goals and objectives during the slowest season of the year.

The Solution:

The Company implemented a series of comprehensive multifaceted, multi-touch demand generation and weekly engagement marketing campaigns to educate and inform consumers that even though they are on vacation, they can access a doctor 24/7/365 from anywhere they have Internet access, reinforcing the value of maintaining their subscription.  New materials to support the summer vacation campaign included email mailers, PR, blogs, videos, flyers, posters, website banners and social media.  As a result of these efforts, the Company significantly increased website traffic, social media engagement, eCommerce new member registrations, app downloads, appointments and consultations.

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Direct-to-Consumer eCommerce

Business Challenge:

The Company needed to boost January sales and further clear out sales inventory, which had previously not been moving to make room for the new arrivals.

The Solution:

The Company re-merchandised inventory, formerly buried in its sales section, by launching a themed Valentine’s Day Shop on its homepage with new navigation and strategically merchandised shoppable gift categories.  The themed sale section was bolstered by an aggressive, multi-channel marketing and demand generation digital campaign, which included banner adssocial media, blogs, HTML mailers, website promotions, videos, influencer and affiliate campaigns, Google shopping, PPC, remarketing and retargeting programs.  As a result of the campaign, the Company was able to significantly reduce sale inventory and sell out of  hundreds of SKUs, while driving record sales, traffic and conversions for its sale merchandise, which previously had not been moving at the same price points.

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Ridesharing Services

Business Challenge:

To boost nationwide eCommerce bookings and revenue in December, the Company needed to increase awareness and clearly differentiate its' services from other ridesharing options.

The Solution:

A multi-channel demand generation/customer acquisition campaign was launched utilizing influencer marketing, affiliate marketing, strategic partnerships, broadcast TV and radio, eMarketing, social media, digital marketing, banner ads, point-of-purchase displays, PRblogs and media relations.  The program was designed to increase brand awareness, generate social media engagement, increase website traffic, boost app downloads and increase eCommerce bookings.  As a result of the campaign, the Company achieved a 38% increase in revenues, 74% increase in website traffic and 1,014% increase in new client registrations with its lowest customer acquisition costs of the year.

Michael E Donner - eCommerce Digital CMO Resume (pdf)

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