THE CLIENT

ASICS, a Japanese athletic sports company, launched the MY ASICS Run Training app which tailors programmes to runners’ needs. In order to increase visibility and interest, ASICS looked to us to implement an app install strategy across its core non-English markets.

THE OBJECTIVES

• Increase visibility and traffic to the Onitsuka Tiger eCommerce site.
• Launch the remake of the iconic Mexico 66 Delegation shoe while driving revenue at a target ROAS of 300%.

THE STRATEGY

• We launched the search campaigns through a phased keyword match type strategy that allowed for expansion at scale.
• We identified key consumer behaviour trends through testing analysis, which helped us identify and optimise audience targeting further.
• A flexible paid search and Shopping bid strategy allowed us to achieve optimum visibility at the lowest CPC possible while maintaining a high impression share.
• We implemented day parting and cross-device strategies to leverage our data based on previous visitors to the site.
• Our attribution model allowed us to invest more in certain campaigns, which resulted in driving higher sales volumes.

THE RESULTS

• Our innovative bid strategy led to an increase in ROAS, which started at 131% when the product launched and soared to 372% in the first 17 days of activity.
• Ad copy testing allowed us to improve CVR by 10%, jumping from 2.19% to 2.41%.
• Landing page optimisations encouraged a 50% decrease in bounce rate, going from 24.45% to 12.07%, marking a significant improvement when compared with industry benchmarks for bounce rate, which are set at 26%- 40%.
• Despite several resellers competing aggressively in the paid search space, we managed to achieve an impression share above 97% while maintaining average CPC’s as low as €0.76.
• Landing pages with gender facet saw bounce rates decrease to 12.07%, a significant improvement when compared to those with no gender facet, which had a 19.53% bounce rate.