Challenge
Due to COVID19 and stores being closed, web traffic and online sales surged across 2020 versus the previous year. We needed to harness this growth while also mitigating decline as much as possible.
We needed to drive awareness of the Life Style Sports Summer Campaign, driving home the key USP’s of free next day delivery and free returns and while also reminding consumers that Life Style Sports are an Irish business, especially now with consumers preferencing Irish brands off the back of COVID19.
How could we do this across the summer when Ireland was beginning to emerge from lockdown?
With the sponsorship delivering over 23m impacts for our target audience on radio, and further supported with a clever TV and VOD buy – sponsorship of SPIN’s Summer Mash Ups was exactly how we did it.
Outcome
We mitigated the decline in online traffic and sales across May to August 2021 versus 2020 as much as possible, with us seeing decline far less than expected, with a very low double digit % decline in web traffic and a single digit % decline in sales.
Across the same period versus 2019, the key indicator of success, we saw a 33% increase in web traffic in 2021 – keeping that momentum of growing traffic as it outstripped the decline versus 2020.
Again, across the same period versus 2019, we saw an incredible 116% increase in online sales, showing that being able to maintain the web traffic, was then driving exponential growth in online revenue.
