Arc’teryx is one of the world’s top outerwear brands specializing in high-performance technical clothing for a variety of outdoor sports and activities. During its first 8 years in operation Arc’teryx built the foundation of its business through wholesale, grassroots word-of-mouth advocacy, and traditional offline media buying. Looking to grow its business aggressively, Arc’teryx decided to invest heavily in direct-to-consumer digital marketing as a potential new opportunity for global sales expansion.
Thrive Digital was hired by Arc’teryx in order to lead all digital media planning and buying initiatives. These have included initiatives on social ad platforms like Facebook Ads and YouTube, paid search initiatives on Google Adwords/Bing Ads, and campaigns on remarketing channels, DoubleClick and numerous other digital ad buying channels.
What We Did
- Ecommerce Strategy
- Customer Aqcuisition Funnel
- Technical Optimization
- Attribution & Tracking
(Q4, 2015 vs Q4, 2013)
new website visitors from paid
(Q4, 2015 vs Q4, 2013)
(2015 vs 2014)
Continually optimize performance marketing channels around average order size, topline sales, return on advertising spend (ROAS), cost per acquisition (CPA), and numerous micro-conversion performance indicators.
Planning & Operations
Support internal teams and organizational stakeholders on planning all digital media initiatives, reporting, attribution modeling, budget planning, and implementing marketing technology requirements such as conversion tracking, shopping feeds etc.
Seek out new channels which attract new audiences to Arcteryx.com under specific ROI targets.
“Thrive has provided critical expertise to us in planning and managing our paid search, social ads, remarketing and programmatic channels. We’re incredibly fortunate to have found such a strong performance marketing partner.”
George Weetman | Global Director of Ecommerce, Arc’teryx
Thrive Digital developed a robust ecommerce go-to-market strategy across multiple digital sales channels such as paid search, social ads, retargeting and programmatic display.
Customer Acquisition Funnel
Working alongside Arc’teryx partners, Thrive Digital established a customer acquisition funnel focused on building brand visibility, engaging new potential customers, and generating ecommerce sales.
Thrive Digital worked with in-house development resources to ensure that channels such as Google Shopping and Dynamic Retargeting were fully functional and optimized.
Attribution and Tracking
In order to properly assess top-of-funnel audience acquisition campaigns, Thrive Digital worked closely with Arc’teryx and channel partners to establish specific objectives and then optimize towards those objectives.