Brooks is an innovative company specialising in products that are designed to deliver the best running experience. With the motto ‘Run Happy’, they aim to cultivate a deep and meaningful love of running for runners across Australia. Specialising in men’s and women’s running shoes, the brand also supplies a range of other running gear to facilitate a comfortable run, including running clothing and accessories.
Brooks wanted to rethink their digital marketing to stay ahead of the competition. In order to raise brand awareness, improve conversion rates, increase traffic and sales, 23 Digital provided a full digital marketing strategy that included search engine optimisation (SEO), keyword research, onsite optimisation, content marketing, and tracking and reporting. This has resulted in improved rankings, helping to expose Brooks to a higher number of visitors and retail consumers.
12 Months+
B2C, Athletic Sports
20+ years
6
$200K+
Search, Paid, Social and Display
Digital Strategy, eCommerce CRO, Search Marketing, Social Marketing
Drive Organic Traffic, Increase Conversion, Engage Audience, Brand Awareness
Australia
Being visible online in the competitive running shoe and athletic wear market can be particularly challenging. This was the situation confronting Brooks when they started working with us. Combining organic and paid strategies, Brooks wanted to improve organic SERP positions on valuable keywords, increase brand visibility and increase ecommerce conversions.
Brooks also wanted to generate ecommerce sales through their website. Since better optimised, online retailers in the running shoes market were already selling Brooks’ merchandise, efforts on the part of Brooks to improve direct-to-consumer sales had run out of stamina.
Brooks came to us with plenty of ground to make up. Their domain occupied just one top 10 position and only five top 30 positions for common industry search terms at the start of our project. We identified opportunities to optimise collections pages and product pages that would improve the average SERP position for several valuable keywords.
Brooks also wanted to generate ecommerce sales through their website. Since better optimised, online retailers in the running shoes market were already selling Brooks’ merchandise, efforts on the part of Brooks to improve direct-to-consumer sales had run out of stamina.
After researching the most popular and effective search terms in the running category, 23 Digital launched a natural search campaign for the athletic shoe powerhouse. One month later, Brooks signed on for a paid search campaign that helped improve their overall visibility while promoting e-commerce sales. The campaign improved SERP positions held by Brooks’ domain. This increased brand awareness and improved click-through rate, driving B2C sales at improved profit margins compared to sales via distribution.
We aimed to optimise website that balanced both the company needs with great user experience at its core.
Why? Because this approach ensures that the website will be relevant to the target market. For the website to be effective, it must be easy to use.
We wanted to dive into what the target audience where thinking, saying and ultimately doing.
This was achieved by conducting 12 interviews with users who like to shop online and buy sports shoes. The main idea of this was to challenge our assumptions of how we think people shop online versus how they actually shop. We gathered some really useful insights that were quite different from what we initially thought.
These insights told us that the landing page for Brooks Running needed to be welcoming, clutter-free and have relevant calls to action so that the user feels welcome and is therefore enticed to explore the site.
Next, I wanted to understand and anticipate the cognitive patterns of the users. Therefore, I created a user flow showing the path the user will take when using the website. This takes them from the home page, through a set of steps, towards a successful outcome. In this case, the goal is getting trainers delivered to their home. The aim of this is to create a website that enables this state of flow.
Our Digital marketing campaigns included a multi-tiered services with combination of strategies such as search engine optimisation (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, email marketing, and more to increase website traffic, generate leads, and convert prospects into customers.
Brooks Digital’s marketing campaign resulted in increased traffic and conversion, as well as improved keyword rankings, this indicates a successful campaign for high-competition keywords.
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Organic Traffic Surge
Increase in New Users
Organic Revenue
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