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RIDING THE HOLIDAY SEASON WAVE

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CHALLENGE

RVCA came to HOTS with an ambitious goal: increasing year on year revenue by 27% during retail’s busiest time of the year - the holiday shopping season. HOTS developed and managed an integrated paid ads strategy on Facebook, Instagram, Google and Bing which helped RVCA exceed its lofty e-commerce sales goals.

The results speak for themselves. RVCA saw year over year growth of 55% in revenue from Thanksgiving through Cyber Monday and 33% growth in year over year revenue from Thanksgiving through New Year’s Eve.

OUR ROLE

GOOGLE ADS

FACEBOOK & INSTAGRAM ADS

BING ADS

STRATEGY

INTEGRATED CAMPAIGN

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THE RESULTS

55%

INCREASE IN REVENUE YOY

THANKSGIVING - CYBER MONDAY


33%

INCREASE IN REVENUE YOY

THANKSGIVING - NEW YEAR’S EVE

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Heart of the Sun was able to turn around RVCA’s paid marketing initiatives, helping us meet our sales goals in a key shopping period with very short notice. They also set up a customer acquisition strategy, extending brand reach & propelling our digital efforts in the right direction.
-Scott R.    RVCA Digital Marketing Director

-Scott R.

RVCA Digital Marketing Director

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Creating a successful and thoughtful plan one month before the most critical and competitive time in e-commerce was a challenge. Relying on our strategic belief that channels and creative must be consistent and integrated, HOTS was able to deliver results beyond expectations.

BUILDING QUALIFIED Audiences

Our first focus was to optimize efforts to consumers who were already aware of RVCA and would likely be activated by holiday promotions. We knew during Cyber week, competition would be high and clicks would be expensive. So we allocated a significant portion of the budget to audience-building ads in the weeks before Thanksgiving.

Once we had created these lower-cost, qualified audiences, we could then retarget them with Cyber Week ads at a much lower cost.

Example: BJ Penn MMA gear. By running ads to MMA fans and to those with an affinity to MMA styled products.

 

To help boost engagement on social media leading up to Cyber Week, we built multiple RVCA branding campaigns targeted specifically to the most likely to engage audiences using our unique Supergroup Strategy. This strategy includes targeting existing customers, existing email subscribers, page followers, Instagram & Facebook post engagers, website traffic, and look-a-likes.

Example: Beautiful, non-product specific imagery targeted to the Supergroup maximized engagement.

 

Targeting

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Targeting the right audience with the right product can be difficult during the holiday season as many people are purchasing gifts for others. Customers shopping for their kids, their spouse, or other loved ones need to be considered during the holidays.

We crafted ads specifically with gifting messages and strategically targeted buyers outside of the RVCA core demographic groups with great success.

Example: Fitness apparel ads showing product for both men and women using gifting messaging.

CONSISTENCY & FREQUENCY


Delivering a consistent message across all channels not only improves recall, but it drives conversions. Following RVCA’s lead from their weekly email campaigns, we consistently reiterated their creative and messaging across Google Search, Facebook, Instagram, and YouTube to maximize effectiveness. This combined effect lowered remarketing costs per conversion by 78%.  

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Example: RVCA email marketing recreated for Instagram and Facebook

SUMMARY

Intelligent strategy always understands that the customer journey as has a beginning, middle, and end goal. We are committed to help our clients strengthen every initiative with this approach. We increase top of funnel volume by building awareness and drive cost effective sales through retargeting.

Despite the constrained timeline, we were able to create a comprehensive, multi-channel strategy that increased revenue by 55%.