Grow Haygain internationally through digital.
Digital marketing was relatively under-developed at Haygain. The brief was to work on a ‘blank sheet’ basis and determine the digital levers to achieve strong and rapid sales growth on an international level.
4 areas of work
Digital marketing capability was increased in-house, both through training and recruitment programmes.
The full remit of digital channels (SEO, SEM, SMM, Email, Display Network, Ambassador, ePR and CRM) was optimised across 6 key markets.
10 new country based e-Commerce sites were designed and launched to replace previous websites.
Analytics coupled with AB design tests were carried out to optimise UX metrics and conversion rates.
A key component to successful expansion was Content Marketing; used to drive Social Network Marketing, Google Advertising, SEO, ePR and Website optimisation.
A comprehensive plan of content was managed weekly, and synchronised across the channels to maximise impact.
An important element within Content Marketing was an intense ‘Ambassador’ programme, signing and promoting over 50 top international event riders to endorse Haygain.
AB Testing and Performance Analytics
Websites and digital channels were optimised weekly based on AB design tests and detailed data analytics on results.
This approach was key for launching in to the USA market.
A number of improvements to KPIs, but the one we like most is a 200% increase in sales over 3 years, and the successful launch and expansion of Haygain in to the USA.