Waves of eCommerce sales and a X22 ROAS for Cornwall's hardcore surf store

The Brief

During the pandemic, when the eCommerce landscape was most competitive, Down The Line trusted Target to scale the online sales of its Magento 2 site with an integrated paid media strategy. Down The Line set us three very specific challenges:

• Acquire a specific number of new domestic and international customers, while maintaining a set ROAS target.
• Ensure minimal cannibalisation of organic revenue and traffic.
• Identify, test and present new growth opportunities every quarter, and deploy the opportunities that show the most promising results.

Our Response

We deployed our strategy across paid search and paid social, with the budget weighted towards Google Shopping based on the results of our initial testing. Our team optimised Down The Line’s product feed before migrating them to a Google CSS Partner to enable a 20% reduction on their Shopping CPCs.  We then widened the brand's reach by driving new members of the surf community into the site through paid social. Creatives were (and still are) produced by Target’s design team with distinct and compelling messaging for top, middle and bottom of funnel audiences.

The Next Steps

Target will be partnered with Down The Line throughout 2022 and into 2023. Right now, our team is focused on developing a Performance Max strategy, as the brand looks to get ahead of the curve by incrementally migrating Smart Shopping campaigns over to Google's new Performance Max placement in Q3 2022. We are proud to announce that Target's creative team has also been appointed to produce a suite of video and creative assets at category and brand level for Performance Max.