Craft Sportswear US Brand Case Study - Carbon %

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Craft is a performance sportswear company based out of Sweden that is committed to developing high-quality products for world champions and everyday heroes. Carefully crafting their products with a Nordic attitude for runners, bikers, skiers, and athletes alike with a mission to inspire and enable athletic progress while maintaining a commitment to innovation, design, performance, and a passion for sports. The category and purchase decision for this type of apparel is all about fitness, performance and durability. When competing against other global sportswear brands, their point of difference is distinguished by their extreme performance fabrics and attention to detail. The brand has been trying to make headway in the US market and was looking to find new ways to create brand awareness and drive traditional retail and ecommerce revenue. Since 2018, Carbon has been a strategic partner for Craft to support growing the brand via all areas of the sales funnel. What stemmed from test paid search campaigns grew to yearly integrated media campaigns spanning various digital channels, brand strategy, and analytics as well as global marketing expansion to new regions. Carbon manages all creative including advertising, the website as well as product catalogs. In addition, we manage the Craft website including helping to build out their tech stack, update landing pages, and schedule sticky banners/pop-ups. Collectively, these efforts have realized a 40% increase in revenue YoY in 2021, 20% increase in AOV, a 54% increase of sales attributed to marketing, a 45% increase of online store sessions, a 42% increase of returning customer rate, and a 19% increase of total orders. Because of this success, we have been able to expand our efforts into a new region for 2022: Oh, Canada, here we come!