Brooks Digital Marketing Case Study

Overview

Brooks is an innovative company specialising in products that are designed to deliver the best running experience. With the motto ‘Run Happy’, they aim to cultivate a deep and meaningful love of running for runners across China. Specialising in men’s and women’s running shoes, the brand also supplies a range of other running gear to facilitate a comfortable run, including running clothing and accessories.

Brooks wanted to rethink their digital marketing to stay ahead of the competition. In order to raise brand awareness, improve conversion rates, increase traffic and sales, ZOFELA provided a full digital marketing strategy that included search engine optimisation (SEO), keyword research, onsite optimisation, content marketing, and tracking and reporting. This has resulted in improved rankings, helping to expose Brooks to a higher number of visitors and retail consumers.

Campaign Length

12 Months+

Sector

B2C, Athletic Sports

Demographic

20+ years

Resources Involved

Budget

$200K+

Channels

Search, Paid, Social and Display

Services

Digital Strategy, eCommerce CRO, Search Marketing, Social Marketing

Goals

Drive Organic Traffic, Increase Conversion, Engage Audience, Brand Awareness

Market

China

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Our Approach

The Objective

Being visible online in the competitive running shoe and athletic wear market can be particularly challenging. This was the situation confronting Brooks when they started working with us. Combining organic and paid strategies, Brooks wanted to improve organic SERP positions on valuable keywords, increase brand visibility and increase ecommerce conversions.
Brooks also wanted to generate ecommerce sales through their website. Since better optimized, online retailers in the running shoes market were already selling Brooks’ merchandise, efforts on the part of Brooks to improve direct-to-consumer sales had run out of stamina.

Develop a holistic search marketing strategy
Remove some bad links pointing to their domain from previous SEO company
Increase the domain authority
Increase organic traffic by 100% in 12-month period
Increase conversion rate to 6%
Decrease bounce rate

The Challenge

Brooks came to us with plenty of ground to make up. Their domain occupied just one top 10 position and only five top 30 positions for common industry search terms at the start of our project. We identified opportunities to optimize collections pages and product pages that would improve the average SERP position for several valuable keywords.

Brooks also wanted to generate ecommerce sales through their website. Since better optimized, online retailers in the running shoes market were already selling Brooks’ merchandise, efforts on the part of Brooks to improve direct-to-consumer sales had run out of stamina.

Creating the SEO driven content and keyword planning
Promoting the Brooks website over competitor selling its products
Increasing the conversion and decreasing the bounce rate through effective story telling

The Solution

After researching the most popular and effective search terms in the running category, ZOFELA launched a natural search campaign for the athletic shoe powerhouse. One month later, Brooks signed on for a paid search campaign that helped improve their overall visibility while promoting e-commerce sales. The campaign improved SERP positions held by Brooks’ domain. This increased brand awareness and improved click-through rate, driving B2C sales at improved profit margins compared to sales via distribution.

After a year of the SEO campaign, Brooks went from one to 51 top 10 positions and from five to 147 in the top 30 positions for highly competitive, highly relevant keywords
In the first month of ZOFELA’s natural search campaign, monthly e-commerce sales rose 54%
After a year, sales attributable to natural search had increased 253%
Within a year, Brooks’ online sales outran its recent history by logging a 810% increase in online sales, a difference attributable to our combined natural and paid search campaigns and overall search marketing strategy

Brooks Running website in a mobile view screenshot

2. User Centred Design

We aimed to optimise website that balanced both the company needs with great user experience at its core.

Why? Because this approach ensures that the website will be relevant to the target market. For the website to be effective, it must be easy to use.

We wanted to dive into what the target audience where thinking, saying and ultimately doing.

This was achieved by conducting 12 interviews with users who like to shop online and buy sports shoes. The main idea of this was to challenge our assumptions of how we think people shop online versus how they actually shop. We gathered some really useful insights that were quite different from what we initially thought.

These insights told us that the landing page for Brooks Running needed to be welcoming, clutter-free and have relevant calls to action so that the user feels welcome and is therefore enticed to explore the site.

3. User Flow Design and Rough Sketches

Next, I wanted to understand and anticipate the cognitive patterns of the users. Therefore, I created a user flow showing the path the user will take when using the website. This takes them from the home page, through a set of steps, towards a successful outcome. In this case, the goal is getting trainers delivered to their home. The aim of this is to create a website that enables this state of flow.

user journey diagram for Brooks running website visitors

The Results

Our Digital marketing campaigns included a multi-tiered services with combination of strategies such as search engine optimisation (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, email marketing, and more to increase website traffic, generate leads, and convert prospects into customers.

Website Traffic: We increased the organic search traffic by over 180% in 9 months duration
110% increase in new organic visitors
Keyword Rankings: When we undertook the campaign, Brooks were ranking for 18 keywords on first page. Within 9 months, we increased the keywords ranking on top 7 position to 184.
Conversion Rate: Originally, the onversion rate on the website was 1.8%. We were able to increase the conversion rate to 5.4% with some tweaking and speed optimisation.

Brooks Digital’s marketing campaign resulted in increased traffic and conversion, as well as improved keyword rankings, this indicates a successful campaign for high-competition keywords.

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