LC Waikiki Drives Incremental Brand Queries by 22% with Mid-funnel Investment

LC Waikiki is a leading Turkish clothing retailer. It operates in 36 countries and is the market leader in 15 of them. While the company has traditionally placed a limited focus on digital, a new strategy was developed aiming to increase the brand’s online presence, drive extra ecommerce revenue and increase digital market share.

About LC Waikiki
Turkish clothing retailer operating in 36 countries and market leader in 15 of them
Rundown Goals
Increase online presence
Drive extra ecommerce revenue
Increase digital market share
Rundown Approach
Launched always-on display campaigns
Optimised generic search coverage
Developed category-specific YouTube advertising including TrueView and Bumper Ads
Rundown Results
Brand consideration and brand interest grew for all categories
New website visitors increased by 26%
Organic sessions grew by 38% and organic channel revenue increased by 63%
Direct sessions increased by 15% and direct channel revenue improved by 37%
Brand query volume grew by 22%
Total website revenue improved by 44%

By working closely with Google, the LC Waikiki team identified key goals: to boost brand query volumes, increase organic and direct channel traffic, grow new visitor numbers and drive total ecommerce revenue.

As first steps, they launched always-on display campaigns to drive new traffic and optimised generic search coverage to increase market share. Meanwhile, the team also developed category-specific YouTube advertising including TrueView and Bumper Ads, enabling LC Waikiki to grow category ownership.

LC Waikiki and Google then ran a causality analysis based on revenue to understand the impact of the campaigns. The results showed that mid-funnel investment in display advertising alongside and category YouTube spend increased brand query volume, new visitors and overall revenue.

Brand consideration and brand interest grew for all categories thanks to YouTube, while new website visitors increased by 26%. In addition to organic sessions growing by 38% and organic channel revenue increasing by 63%, direct sessions increased by 15% and direct channel revenue improved by 37%. What’s more, the causality analysis proved that without the new approach, LC Waikiki’s brand query volume would have been 22% less and total website revenue would have been 44% lower.

 

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