Pumpkin Patch is a fashion retail chain based in Auckland, New Zealand that provides premium kids clothing ranges both in store and online. Over the years, Pumpkin Patch expanded into the AU, US and UK markets, initially with retail stores and mail order catalogues. More recently Pumpkin Patch has been driving growth in these markets through digital channels.
To sustain continued growth and expansion, this global brand needed help in developing a customer focused and data-driven approach to their digital marketing.
Performance media revenue soars to new heights
FIRST implemented a smart, data-driven strategy that drove significantly increased revenue 10X in 5 months while enhancing the ‘brand building’ benefit of display advertising. The specific key actions and tactics in the case study demonstrate how a culture of responsiveness, testing and refinement can deliver outstanding and continually improving revenue gains from performance media.
Pumpkin Patch approached FIRST to better understand the true influence of performance media on customers and develop and roll-out a performance marketing strategy to increase revenue and customer acquisition.
Performance-driven marketing strategy
- Tracking and measurement – a digital measurement framework was put in place to clearly define goals, attribution and the roles for each tactic
- Testing and refinement – ongoing testing and optimisation allowed FIRST to scale back poorer performing channels and increase emphasis on performing channels to increase efficiency and revenue
- Proactive management and optimisation – speed, timing and collaboration are pre-requisites to extract maximum campaign performance.