Performics turned consumer concerns into DTC success for Converse
The campaign won in the Search category at The Drum Awards for Marketing APAC 2023.
The campaign was created in response to a rise in fake products sold to consumers during the product / Converse
In recent years, shoppers in Indonesia showed a growing reluctance to buy goods from online marketplaces due to the fear of receiving fake products. As a result, Converse decided to start a DTC site in the country to enable its customers to buy products directly from the brand without fear of fakes.
Search is the most important channel for discoverability and conversions for Converse.ID, but the brand is also focused on identifying opportunities to overcome high competition from marketplace giants while creating cost efficiencies. There was a significant need for a search campaign that hit those two priorities, for which Converse turned to Performics India.
Recognizing the continued importance of search for consumers looking for legitimate products, Performics India combined SEO and general search tactics. It began by creating a customized search strategy for Converse.ID to protect and retain its target audience online while also tackling existing competition.
With the cost efficiencies consideration, it then analyzed each keyword from paid and organic points of view to develop templates and frameworks that could be used for each keyword to help spot opportunities to avoid repeat payments and optimize pages for better conversion journey and quality score.
From there, it identified scope for improved user journeys from landing pages for paid ads. The pages were mapped to the ads as per the website structure and the performance of existing pages was analyzed to check the organic conversion rate, with new website pages created as a result. These pages provided details about the brand and its collection to maintain transparency with the target audience.
As a result of the OneSearch strategy, Converse Indonesia achieved 71% higher revenue driven by 14% higher overall search traffic at 28% lower cost by saving and reinvesting media spend strategically.
Cost-per-clicks reduced by 32%, despite the effects of higher competition observed during Q4 of 2022, while click-through rates jumped from 2.5% to 9.5%. From there, the paid search campaign’s ROAS increased by 182% – vital for all DTC brands during 2022 and beyond.
Perhaps most importantly, Converse.IN DTC revenue contribution to the overall Converse business in Indonesia increased by 12%. It demonstrates the optimization possible through clever consideration of the way in which consumers interact with search and the value of making sure that their core concerns are reflected from the very first contact they have with a brand online.