CHALLENGE
Blaklader is a Swedish workwear brand that was looking to increase brand awareness in the North American market. Blaklader makes functional workwear allowing contractors and tradespeople to be more productive, more comfortable and safer on the jobsite. The Blaklader product is better quality, longer-lasting and more functional than competitors and therefore sold at a premium.
Additionally, Blaklader is battling the status quo and misconceptions that low-quality, low-cost clothing, such as worn-out jeans that need replaced frequently, is a suitable substitute for high-quality, long-lasting functional workwear.
SOLUTION
Raise awareness of the Blaklader brand and associated products in the North American workwear market by overcoming misconceptions of low-cost traditional workwear and introduce high-quality functional workwear as a superior alternative.
To do this, we launched an omni-channel, paid advertising campaign titled “Wear Your Grown Up Pants” that pushed users to unique, educational landing pages that explained the benefits of functional workwear over worn-out jeans and raggedy t-shirts. Visitors were also able to get 10% off of their next purchase by signing up for Blaklader’s newsletter, which allowed us to follow up and nurture leads with an automatic, multi-step email drip. To drive US and CA ecommerce purchases, we launched a robust Google Shopping and Facebook Catalog Sales campaigns that was comprised of over 5,000 products.
Additionally, this campaign was also supported by a playful, top-of-funnel video awareness campaign named “Jacked Pants” that helped introduce the brand to the North American Market. The campaign ran across several social media channels and resulted in a great deal of engagement.
RESULTS
Overall, we were able to generate an increase in brand awareness for Blaklader, their products, and functional workwear, and primed the North American market for years to come. The campaigns combined for over a 50% increase in top-line revenue and generated over 7,500 email subscribers for retargeting and lead nurturing.
DETAILS
