GUESS is not just a global clothing line brand. Founded in 1981, it has become a symbol of lifestyle: young, sexy and adventurous. It offers a full range of denim, apparel and accessories in more than 80 countries around the world. However, like many big brands in the market, it has had to go through the Covid-19 crisis and its consequences. To name a few: new consumers who have been encouraged to try online channels, an increase in the frequency of purchases by those who were already cyber shoppers, and a multitude of companies that had not yet sold online and developed their E-commerces.
In this context of strong online competition, the goal of the GUESS Chile and GUESS Peru E-commerce stores was to to increase quality traffic and generate more conversions conversions within four months.
Strategy and actions
Digital Advertising
To achieve the objective, Known Online planned, developed, measured and audited GUESS’ digital advertising campaigns, aimed at sales and brand positioning. In addition, the guidelines for specific events such as Cybermonday were carried out. For this purpose, we worked with Google Adwords, Facebook Ads and Instagram Ads with a focus on achieving conversions.
Google Ads:
This platform continues to be the medium that returns the best so more money was invested in advertising here. For this we focused on search ads with:
A) Search Campaigns with Keywords divided into Brand Campaigns (consisting of terms related to the brand, such as “GUESS jeans”) and Non Brand Campaigns (product categories without the brand).
B) DSA (Dynamic Search Ads) Campaign: Allows to expand the inventory of keywords in an account automatically, in addition to establishing the most appropriate URL for each search term following Google’s criteria. It is from this tracking that the most relevant keywords are extracted for each URL, which are then used in the ads. This campaign complements the keywords chosen by the company, thus providing 100% coverage.
Google Display Network: We work with intelligent campaigns that focus mainly on sales where we set an ROA objective and indicate a daily budget, then through robots that organize the algorithms that study the consumption patterns of users, we seek to reach those customers who are more eligible to convert with higher average tickets. GUESS worked a lot with these intelligent campaigns because they achieve greater visibility and therefore, a higher return:
A) Shopping: This is a campaign where users are shown the web catalog with products that may interest them for some type of search (in order to search for new related consumers) as well as GUESS products that the user has previously searched for (remarketing). This campaign appears in search results.
B) Smart Display Campaign: The ads are automatically generated from the basic elements we provide them, such as titles, descriptions, logos, images and call to action. The campaign makes different combinations of the resources and analyzes the performance to know which of the titles, descriptions, images and logos obtain the best performance.
Facebook / Instagram Ads:
We worked together with prospecting and remarketing campaigns:
A) Prospecting Campaigns: Campaigns were carried out to detect leads or potential customers by segmenting them according to age, interests, tastes, location of users, among other limits to reach the ideal audience.
B) Remarketing Campaigns: Tailored or personalized ads were created for users who had previously visited the website.
SEO
We work on search engine optimization strategies with the objective of bringing quality traffic to the site, improving sales in a sustained and scalable way.
Results
The smart campaigns worked very well as it was possible in the last four months (July to November 2020) to achieve a return on investment of more than 800%.
