Case Study:
Campaign
Back-to-School Campaign
A record back to school for this kids’ shoe brand.
The Objective
For a children’s school shoe brand, back to school is the most important part of a whole year in a single window. Our client, a leading independent in the space, came to us wanting to build on an already strong peak from the year before, and to do it without simply just spending more.
The brief was growth through a tighter, more joined-up approach. Make far more of an email list and ad account that were underused, get every channel pulling in the same direction, and turn one-off buyers into returning customers. All within the existing retainer and a slightly more increased paid ad spend.
The Solution
We built a single funnel across 6 channels, each with a clear job, so that reach at the top fed capture in the middle and conversion at the bottom, resulting in more sales!
Email and SMS
We rebuilt the list from the ground up, cleaned and suppressed dead contacts, and put the core automated flows to work, welcome and abandoned cart, alongside a steadier newsletter rhythm. This became a very important part of the campaign.
Paid social
We consolidated budget into what actually seemed to be converting, cold prospecting and retargeting, used an Advantage+ add-to-cart campaign as an efficient feeder, and only boosted posts that had already proven themselves organically.
Organic social and content
The winning formula was a sharp parent pain point up top followed by the brand’s fit-guide reveal, run across Reels and TikTok, supported by real customer content.
Community and DMs
We turned the brand’s warm follower base into a sales channel with a simple, trackable DM routine, and ran a no-cost giveaway that doubled as reach and list growth.
Search
We optimised over 92 product pages and laid a clean technical foundation, setting the brand up to push rankings out of peak so that they didn't just fall off a cliff as soon as the campaign ended and the ad budget was decreased again.
Digital PR
We secured national parenting coverage and a spread of quality backlinks to build authority and awareness.
The Impact
The campaign delivered the brand’s best back to school on record, led by the channels that cost the least.
- +35% gross sales year on year, and +32% net sales
- +12% more orders, with add-to-carts up 28%
- Returning customers up 5%, making up 29.4% of total orders
- Email revenue up 547%, with open rates up 45% and average order value up 70%; automated flows alone drove 61% of email revenue from a fraction of the sends
- 5.6% average Instagram engagement, 2-3x times the industry benchmark for the account size
- 86 sales from a single Instagram DM link at near-zero media cost, and 1,145 entries from one giveaway, plus hundreds of shares and reposts
- Onto page 1 of Google for a spread of priority terms (7 keywords in the top three, 14 in the top ten) off the new SEO foundations, for fairly competitive terms in the sector
- A national parenting feature reaching more than 41,000 readers, and backlinks from sites with domain authority up to 62
Every bit of it ran inside the existing retainer, proof that a joined-up, smart strategy beats a bigger budget.
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