Sales had been trending downwards for Spencil in past seasons, due to increased competition from international brands like Smiggle, and big box stores like Target and Kmart. As a result, Spencil were seeking a new marketing partner to help take them to the next level in terms of business growth, brand awareness, as well as facilitating an evolution of their brand style and website design to ensure they could resonate with a new generation of parents. Spencil came to Devote Digital one month before launching their 2020 Back To School collection. Together, we worked on a tight timeline with big goals to reach!
Spencil required both the strategic direction and technical know-how to launch their 2020 Back To School collection and achieve the following: Increase revenue by 30% across all channels (B2B, Online and In-Store) Increase brand awareness among a new generation of parents Develop a new brand style to remain relevant Website re-design
We kicked off with Spencil at the end of September 2019 and started by giving their dated website design a facelift with brand new look and feel with great functionality. We also rebranded Spencil by coming up with a fresh look and feel for content and design that was clean and modern , to engage millennial parents that had previously never heard of the brand. We launched a cohesive marketing campaign to launch Spencil’s 2020 Back To School collection across all channels including website, pop-up stores, Facebook and Google organic and paid advertising, email and more! This involved designing a range of assets for both print and digital media. We also tested several customer segments by targeting custom intent audiences and lookalike audiences on Facebook and launching new and optimised Google campaigns which returned phenomenal results, a total return on investment of 9.4 aka $9.40 in online revenue for every dollar spent.