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WORX Tools

IMI produced $1 Million in digital revenue over a holiday weekend!

Background

WORX is a manufacturer of lawn and garden equipment that provides consumers with innovative and easy-to-use, do-it-yourself tools.

Goal

The goal of the campaign was to increase market share, sales and revenue while maintaining margins and critical KPIs during the highly competitive holiday season (Black Friday, Cyber Monday, Giving Tuesday).

Strategy

Mapping the Journey: IMI executed a full-funnel approach by targeting users at all stages of the consumer journey. IMI utilized programmatic display, Facebook, and non-brand search campaigns by product line.

Site Optimization and Content: IMI identified pages associated with products included in the holiday promotion. These pages received content, on-page, and internal link optimizations to improve organic ranking results prior to the holiday period. The integrated teams reviewed landing pages for co-optimization opportunities that increased quality scores and drove down cost per clicks.

Remarketing Efforts: IMI produced direct-to-buy messaging for users that already visited the site. If the user viewed or added a specific product to the shopping cart, they saw that exact product image and price across all platforms in the form of dynamic remarketing.

Cross-Device Targeting: IMI ensured that ad messaging could be delivered across all devices. If a user visited WORX.com on their mobile and later signed on to desktop, IMI’s ad reminded them of the product they were interested in.

Optimize for Paid & Organic: IMI targeted specific product and performance-based keywords across paid search, social ads and organic search to saturate the search engine results pages and maximize share of voice.

Results

 

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