23%
Increase in brand consideration
23%
Increase in brand consideration
43%
Increase in purchase intent
43%
Increase in purchase intent
4%
Increase in association with “long-lasting products”
4%
Increase in association with “long-lasting products”
Precis is focusing on growth for Fjällräven through long-term strategic initiatives. Since the beginning of 2021, we have set out to enhance the partnership through a broader approach to paid search, marketing evaluation and digital maturity.
This includes everything from an emphasis on brand related search terms in paid search, smart multi-national budget setting, as well as implementing a data-driven attribution model.
Capturing demand through branded paid search
Fjällräven has gradually shifted focus to their own channels over traditional reseller sites. Through paid search, we are able to capture demand for the brand by focusing on brand-related search terms. By leveraging our portfolio bidding tool, we are able to grow revenue at a considerable ROI by targeting the most valuable users.
Leveraging technology to unveil market potential
Allocating budgets across all European markets accurately can be time-consuming. Through the Smartly platform, we have combined all product feeds into one cross-border catalogue. This way we can leave the budget allocation up to algorithms based on each market’s performance – while still maintaining ads with local languages, currencies and URLs.
Measuring the true value of marketing
Finding the source of truth for your marketing conversions can be difficult. After all, each channel has its own ‘truth’. With Fjällräven, we are implementing a data-driven attribution model which we are using to get one step closer to measuring the true value of marketing activities.
Setting a clear goal
At the beginning of the year, we set a goal for revenue growth within a profitable ROI that is optimistic, yet realistic. This keeps us grounded when initiating new projects, and provides a clear benchmark for results each quarter.
Challenging status quo
In order to map where our partnership leads next, we are implementing a digital maturity framework. Working to identify current areas for growth and other strategic initiatives.
Quarterly business reviews
At the end of each quarter, we review results and the status of our strategic initiatives in a roadmap. Based on the capacity, urgency and most importantly, impact of each initiative, we iterate the roadmap for the coming quarters.
Working with Precis is giving Fjällräven access to world-class competence in performance-based sales channels. Best of all though is the feeling on being one team working towards a common goal.
Peter Bruhl
Head of Ecommerce
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