Craft is a performance sportswear company based out of Sweden that is committed to developing high-quality products for world champions and everyday heroes with a mission to inspire and enable athletic progress while maintaining a commitment to innovation, design, performance, and a passion for sports. The brand was looking to make headway in the US and Canada, needing to create brand awareness and drive traditional retail and ecommerce revenue and Carbon has been their strategic partner ever since.
US
When you’re a global brand from Sweden and compete in the US with the likes of Nike, Under Armor, Hoka and other market leaders, every day is an uphill climb. We helped Craft hone in on a narrow customer segment to build a core customer base where expansion of the brand could spread like wildfire. Match that with elite athletes like Tommy Rivs and killer creative that evokes the individuality, spirit and passion of athletes and it’s a recipe for success.
Leveraging an agile workflow, we identified media opportunities that yielded strong returns for the brand. Those media channels were scrutinized on a daily, weekly and monthly basis with the ability to shift budgets up and down to maximize returns. This approach was complemented with dynamic creative optimization which allowed for creative testing that yielded the highest returns possible.
Beyond paid media, Carbon also supports Craft’s website development to build out their tech stack and will create new landing pages and templates, update homepage pop-ups, enhance the checkout experience with new payment methods, suggesting similar items and more. In addition, Carbon also manages CRM efforts for the brand including SMS and flows.
The result was the creation of a well-oiled, DTC revenue machine.
▸ Increased e-commerce sales by over 5x in 36 months
▸ 20% increase in AOV
▸ 54% increase of sales attributed to marketing
▸ 45% increase of online store sessions
▸ 42% increase of returning customer rate
CAN
The Canada division faces similar challenges to the US in terms of a saturated market and the need for awareness, however, they have added challenges of language variations and differences in seasonality. Enter Carbon.
Carbon’s efforts are primarily focused on paid media, specifically search engine marketing and paid social. Our strategy is dual-focused. One is catered to Quebec, where most of the awareness of Craft already exists due to a more robust retail footprint. Additionally, Quebec requires the additional language for the French speakers where French ads are expected by consumers. And the other is focused on the other provinces that need more awareness of the brand.
The Carbon team works very closely with Craft CAN to tweak creative, audience targeting, and product focus based on the different consumer segments in each of the regions. Our campaigns tailor to each of these markets and we report on each of them separately with different target KPIs.
The results:
▸ 94% increase in e-commerce sales
▸ 209% increase in orders
▸ 12% increase of returning customer rate