How to drive growth with performance media for a global brand.

CLIENT: Pumpkin Patch    |    PROJECT: Performance Media 

Background

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.

Continued growth doesn’t always come easy.

Though Pumpkin Patch has a strong mix of unique quality product and marketing expertise, they needed help to develop a customer-focused and data-driven approach to their digital marketing. 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 new customer acquisition.

FIRST implemented a smart, data-driven strategy that resulted to a measurement and tracking framework developed for better and more accurate data and:

10X increase in revenue over 5 months

A culture of responsiveness, testing and refinement

Through a results-driven approach, FIRST significantly increased revenue while enhancing the ‘brand building’ benefit of display advertising. Below summarises how FIRST delivered outstanding and continually improving revenue gains from performance media.

Tracking and Measurement

FIRST immediately put a measurement framework in place to clearly define goals, attribution and the roles for each tactic.

Testing and Refinement

Ongoing testing and optimisation of numerous channels and tactics each month allowed FIRST to scale back poorer performing channels, increase emphasis on performing channels and also test something new. This led to continued, iterative changes leading to increased efficiency and revenue.

Proactive Management and Optimisation

Speed, timing and collaboration are prerequisites to extract maximum campaign performance.

“We’re delighted with FIRST’s smart, data-driven approach to digital performance marketing which continues to deliver significant revenue gains month on month.
Responsive, honest and no-nonsense, FIRST ensures our digital media is tightly aligned with offline activity and is always evolving their approach based on new insights about our customers. “

– MAREE LAWRENCE, Senior Brand Marketing Manager, Pumpkin Patch