The Objective: 

To have a new website that is user-friendly with e-commerce capabilities, and to, build brand awareness to a younger demographic than what they had been selling to previously. 

The Strategy:

We swapped their website over to the Shopify platform due to the great e-commerce facility it provides. We did a full SEO strategy with keyword research and set up a customer-experience focussed navigation so people could find what they wanted a lot easier. 

We then workshopped a marketing and content plan with Aarn, with the aim of building up their awareness to the ‘Adrenaline Adventurers’. A social media campaign was started, with a budget of $100 initially to increase brand awareness and traffic to the website. Social media posts were also created and posted as part of an ongoing brand awareness strategy. As Aarn Packs are versatile and can be used for several activities, we focused on targeting common threads between the different target market segments, activities and packs. 

The Results So Far: 

Immediately after the launch of their website, messages from exciting long-time, loyal customers came rolling in. They were voicing their excitement on the new website and how easily they could find the products they wanted info on.  

Aarn’s website exit rate has decreased by 8%. The Stockist page views have increased on average by 120 visitors a month despite being able to purchase online. Visitors are more engaged with the website, which means it’s connecting with them more. We can see visitors engagement by how they flow through the website and by using a heat map tool (a graphical representation of how visitors behave on a webpage). 

The advert is currently still running, but it’s exceeding our expectations. Here are the results so far.

Reach: 10,000 users

Click Through Rate: 21% 

Cost per Website Visit: 17c 

Relevancy Score: 9/10 (this shows how well the target audience is responding to the advert)

Aarn is now better at serving their customers, especially for those that don’t have a stockist nearby. The Shopify website also means that Aarn can easily update their content as their product offerings expand, or if they want to inform customers by writing a blog. Aarn’s now able to introduce their Aarn Packs and have conversations with a bigger audience than what they had historically, through an increase in brand awareness, specifically with the younger target market.