PROJECT: EXCAVATOR XL LAUNCH

I was tasked with launching the Excavator XL boot collection’s direct-to-consumer digital  and print campaign.

I was seeded with what the brand marketing team had designed for wholesale B2B markets. In order to succeed I needed to work with my brand team, web designer, merchandiser, coders, and ad-spend marketing specialist to improve upon and execute within the our DTC market.

CHALLENGES

  • The Excavator XL is a heavy industrial boot. This is a premium product that only about 12% of purchases fall into a similar category. This is an Elite, tempo-setting product.
  • Monetary restraints: In other brands in the portfolio, it is customary for big sell-in campaigns like this to be backed my significant marketing dollars for ad spend, coding, and development. We had no incremental spend budgeted to support it.
  • Avoiding Confusion: For its 60-Day Comfort Guarantee the wholesale consumers have to register on our site for it, but Excavators bought directly from our site are automatically entered, and do not need to register.

STEPS

  • Establish customer journey via points of entry
  • Create go-to-market strategy for the launch. Via segmentation, establishing who may be shielded from parts of the campaign, and who would to intensify the experience.
  • Write creative briefs for every asset: homepage, galleries, product pages, social prospecting, in-home mailers, and specialized landing pages.
  • Confirm and advice on photography creation
  • Work in depth with coding development and social marketing teams to execute.

Since its launch it has beat its forecast and is our best-selling composite toe. It drove the composite toe category’s 18% revenue increase to LY.

COORDINATING WHOLESALE INFILTRATION (BRAND LEAD):

  • POP Installments
  • Co-op marketing spend with key retailers
  • Customer Service training
  • Sell-through training for key retailers
  • Sale reps sell-in support (buyer’s guide, informational sheet, giveaways)

OUR DTC CAMPAIGN

Social Prospecting Ads

Email:

Mailer:

CAT_Fall_2018_Direct_Mail_Heavy_Industrial

Web Experience:

cat_061518_excavatorxl_launch_homepage_slider.jpg

CAT_061518_Gallery_Header_ExcavatorXL_LaunchCAT_082118_ExcavatorXL_In_Gallery_ImageCAT_ExcavatorXL_Landing_Page_061518

 

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