GUDRUN SJODEN

A unique Performance Marketing strategy, for an equally unique fashion brand.

BACKGROUND

Gudrun Sjödén is a Swedish fashion brand launched in 1978 that focuses on colourful, feel-good clothing made from organic, sustainable materials. Their customers (‘Gudrunistas’) are confident women who love colour and sustainable fashion. They can be found engaging almost everywhere online, and their interests are not specific to one single group.

To grow the customer base, we launched a series of campaigns to better understand who they are and how they behave online. The challenge was to find and engage this audience, ultimately recruiting new customers, achieving high average order values and loyalty, using an integrated PPC, SEO and Paid/Organic Social Media strategy with ROI the primary KPI.

THE WORK

Using online analytics and offline customer behaviour research to drive increases in CTR and online conversions

Paid Social has played a significant role in raising awareness through impressions and contributing to broader organic sales. Using storytelling content to champion the uniqueness of the brand to appeal to our niche audience, whilst creative and audience segmentation test and learn strategies has revolutionised ROAS

Reactive and continuously refreshed messaging to reflect the current environment to cater to and reflect the changing needs of our customers, proving particularly important during Covid lockdowns.

Highly targeted ads across both Display and Facebook, along with audience-specific creative, to drive awareness, interest and conversion.

Positive developed a personalised Google Shopping strategy tailored to the core audience; with smart product remarketing to capture customers' attention at the most pertinent times for optimal performance.

New customer recruitment using entry level clothing lines to capture interest and raise awareness of this unique brand, with marketing automation and remarketing trading up into greater levels of frequency and averagre purchase.

Positive restructured Gudrun’s whole PPC account to make bidding strategies and targeting more efficient and cost effective. We pushed out different campaign types for Generic, looking at ways to target new customers using Analytics & Google data. We created new audiences for "Ambassadors" and pushed these out for our Display campaigns.