Leading established US brand Ariat into Europe with Paid Media

About the client

Ariat have been blending technology and performance in their equestrian, western and country products for over 25 years, expanding from the US into the UK, Europe, Australia and New Zealand.

After helping Ariat establish a strong foothold in the UK market, the next challenge was to expand the current activity and follow suit across the key locations within Mainland Europe.

Objectives

We had already built this American brand a strong presence in the UK, but the next challenge was expanding into mainland Europe.

We utilised Paid Search, Shopping and Social to assert Ariat within the EU market and amplify overall performance and awareness.

Our strategy

Investing in in-depth, localised market research allowed us to refine our audience targeting and help us reach the right consumer, leading to a 36% improvement in CTR.

We overhauled our shopping structure following the unique taxonomy we built to improve overall performanceThis allowed us to ensure all products were getting the correct budget allocation while maximising our impression share on the best-selling products. This directly resulted in the conversion rate of the ads improving by 57%.

Using the defined audience profiles we built for each country, we took to social media to introduce the brand to new users. This tactic helped grow consumer awareness of Ariat and their products using eye-catching and informative assets.

The results

• 42% above sales forecast
• 77% increase in clicks YoY
• 60% decrease in cost per sale
• 36% above revenue forecast
• 101% increase in conversion rate

Client feedback

"Honcho has been an invaluable extension of our team ever since we started working with them. Their campaign adaptation to our different target markets and product categories combined with their ‘going the extra mile’ attitude and flexibility have been instrumental in the continuous growth of our European business. Not only have they taken our campaigns to the next level, they’re also great fun and really easy to work with."