Lindex, a Swedish clothing brand, approached us for its 2018 Summer Campaign to communicate the launch of a new collection while securing online sales. Specifically, our goal was to gain 20% more online transactions compared to 2017’s campaign. We maximized transactions and sales by increasing efficiency of media buys using attribution data. First, we needed to figure out what role each channel plays in the path to conversion.
We developed a method for examining attribution data. Instead of assuming the role of each channel within the conversion funnel, we created each channel’s role from our research. Each channel was given a KPI corresponding to its newly analyzed role and budgets were allocated accordingly. Traffic analysis showed that Lindex was oriented strongly towards closing (lower funnel) channels – to existing customers. To grow sales, we needed to boost upper-funnel communication and get new customers.
Thanks to our analysis, we were able to target communication more precisely. We scored a 35% increase in transactions in comparison to 2017’s campaign, while reaching 810% ROAS. The revenues grew by 37% during the campaign compared to the previous year.