Challenge
How do you create an effective ecomm strategy that works in harmony with Amazon?
When we met the team at TRX they were struggling to compete against their own Amazon store as the giant retailer continually lowered their prices while housing tons of knock off competitors that were undercutting their share in the market place. In addition, their website and content was underperforming and there was very little presence on social. What happened over the next two years was nothing short of remarkable. We leveraged the exact same products, pricing, and positioning, with the correct content in messaging resulted in an immediate 10x increase in ROAS.
Solution
We began by reshooting the lineup to reflect the incredible quality of the products
Inspired by Herman Miller chairs, we captured all new photography for the products focusing on up close high res imagery that showcased the incredible quality of the products themselves. One of their main reasons to believe is how the TRX straps are made and the quality of their materials. These macro shots allowed the customer to see the quality of the product they were buying and helped to support the price point that was significantly higher than the knock offs posing as their competition. The end result was a sizable uptick in conversions on their eCommerce website.
Solution
We then focused on their eCommerce platform starting with mobile
Once we had some new content to help drive conversions we shifted our attention to unleveling the eCommerce experience starting with the mobile site. We knew the bulk of our traffic was going there and if we could improve conversions on mobile that it would have a significant impact on the business and help to fund other initiatives including tackling the larger desktop build with a custom BigCommerce back end. The results were stellar; within a short time the brand was seeing a 40% increase in eCommerce conversions through their mobile site.
Solution
Flood the digital airwaves with a range of full funnel dynamic social content
After creating a wealth of content and redesigning their mobile and desktop store, it was time to let the world know about these amazing products. Our media team took the reins and developed a robust marketing strategy that included SEO, email, display, organic, and paid social. We focused a good portion of our budget on META and used many of their incredible ad products to drive a full funnel advertising campaign. Potential customers would get served dynamic video ads creating brand awareness and helping to drive them to the site. Once they visited, we would pixel them and continue remarketing to them until we converted them to customers.
Results
Winner of multiple Communicator Awards and an astonishing 10X ROAS
The end result was nothing short of amazing. The website, store, and content we created all won multiple Communicator Awards and the client achieved a 10X ROAS based on the ads we were running. That means for every dollar the client spent on media, we returned them $10 in eCommerce sales via their website. It was on the TRX account that we as a team began to better understand the connectedness between content, media, and destination we drove people to and when they are aligned, the results can be powerful.
