Liverpool Case Study
Design Strategy
Marketing Strategy
Marketing Strategy
Project Overview
THE CHALLENGE As producers of affordable premium apparel for women and men, Liverpool Los Angeles (“LPLA”) was growing its brand through multiple non-direct distribution channels both online and in brick and mortar stores. To further accelerate brand growth and footprint, LPLA in 2017 aimed to grow it’s direct-to-consumer business primarily through their website. LPLA engaged Group 8A to assist in website traffic and revenue growth. THE RESULTS (from 2017 – 2019) -336% increase in website revenue -287% increase in website traffic THE STRATEGY While LPLA was selling consistently on a monthly basis via the website, G8A & LPLA recognized untapped demand from a nationwide customer base that was familiar with the brand and products but unaware of the opportunity to purchase a wide assortment in a seamless way from the LPLA website. As a phase 1 objective, G8A launched highly targeted Paid Search and Paid Social campaigns aimed at capturing the brand-aware LPLA base and convert them into online buyers as well. As a fast-follow to phase 1, we deployed phase 2 focused on prospecting new potential customers who were previously not aware of the LPLA brand, but that fit the buying persona of LPLA shoppers. The primary channels employed in this pursuit were Paid Social, Display and Influencer Marketing and the primary messaging focused on brand value and third party credibility via quotes from external publications. In tandem with phases 1 and 2, G8A and LPLA developed email and text marketing initiatives to consistently keep our online customer base engaged and up to date on new styles, promotions and general LPLA news. While phases 1 and 2 developed the base of customers on the website, this enhanced our ability to foster greater relationships and business with that customer base.Client
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