B2B pivot launching Threadbare direct to consumer

Threadbare

Project Overview

In 2020 Threadbare wanted to reduce its reliance on current relationships with outlets such as Next, ASOS and Debenhams and build a new ecommerce website to sell D2C, to build the menswear brand online and generate more sales. The project became more urgent as the global pandemic took hold, and the threat to the big high-street retailers took its toll.

Herd pitched an innovative strategy with high performance website build and developed a multi-channel digital strategy, including ongoing SEO and paid advertising.

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Results

A selection of key statistics showing paid search campaign performance comparing month 1 to month 2

-57% Cost Per Conversion (CPC) decreased
+1217% Conversion value increased
+1394% Conversions increased
+176% Conversion rate increased

The Brief

The 4 main objectives for the client included:

- Launch Threadbare to sell clothing D2C on its own domain

- Increase business through the site long-term

- Build and grow brand and raise awareness online

- Develop strategy and launch marketing across multiple online channels

Our digital audit and competitor analysis highlighted key areas for development:

Technical Issues - Leading the integration of Shopify with the fulfilment and the product centre to work in real time, using Herd’s very own “herd skeleton framework” which provides the building blocks to deliver a high performance Shopify website.
Brand development - Ensure the brand was communicated consistently across channels and critically for the website to represent the brand.
Competing with own brand on reseller domains - Grow visibility in organic and paid search for Threadbare brand terms online to compete with own products and categories on established domains that ranked well.
Multi-channel digital strategy - across all online channels whether delivered by Herd or inhouse.
Support for in-house - Focusing on brand exposure and high-quality coverage based upon competitor link analysis to identify opportunities to grow online and offline brand visibility.

How we did it

Leading the integration of Shopify with the fulfilment and the product centre to work in real time, using our very own “herd skeleton framework” which provides the building blocks to deliver a high performance Shopify website.

Project Highlights

1

Branding visuals

As a fashion clothing brand, visuals and presentation of the brand is critical for online performance marketing. A challenge faced was that the brand had been established as a label on clothing but beyond that there wasn’t a clear opinion on visual guidelines. We developed a deeper understanding of their customer base and built up customer profiles for our designers to work up a brand style guide and create concept designs for the site.

2

Paid advertising

Targeted Paid ads on Google, Bing, Facebook, Instagram, YouTube & Tik Tok to drive traffic and raise brand awareness.

3

SEO

Website content & category structure designed with keywords in mind to win links and increase returning users.

4

Email marketing & automations

Set-up email marketing templates and automated campaigns to target abandoned baskets and non-active users, and build up a list of advocates that convert well.

5

High performance website

Bespoke custom theme with collection facet system to ensure filters are SEO optimised, overrides in Liquid and collection metafields to give a competitive advantage in long-tail searches, custom product data loader.