Reaching Revenue Goals With a Cross-Channel Strategy

The Challenge

ADM client johnnie-O is an apparel brand that offers quality boys and mens clothing. They describe their style as “East Coast classic meets West Coast casual.” Heading into Q4 2022, their performance from both digital and retail sales was lagging behind their 2022 revenue goals. While eCommerce brands typically experience a Q4 bump due to the holidays, we knew johnnie-O couldn’t reach their goals just by relying on Cyber Week discounts.

Our team presented johnnie-O with a sweeping cross-channel strategy for the entire holiday season that would help them reach their sales goals. The plan included a number of CRO recommendations, campaigns we hoped to build, audiences we planned to target, ad copy updates, budget distribution, and date ranges when we’d change spend patterns.

The Solution

The client responded well to our plan and agreed to many of the ideas we laid out. On Search, we drove success by increasing Performance Max campaign segmentation, expanding our non-brand search presence by building out new keywords relevant to the season, utilizing strikethrough pricing during sale periods, and creating “sale” and “gift” ad copy to appeal to new customers.

On Social, we leaned into ads for johnnie-O’s NCAA collection during football season—and incorporated them into our overall holiday strategy due to their sustained success. We also launched Facebook Shops ads, a great fit for Johnnie-O’s program. Additionally, we updated sale creative in advance of Cyber Week and deployed a cycle of timely holiday shopping messages throughout the season—shifting from a “gift shopping” focus early on to a “shipping cutoff” message and, finally, to an emphasis on gift cards for the last-minute buyers.

Across both channels, we made several adjustments throughout the quarter to emphasize higher-performing product lines and shift landing pages to areas of johnnie-O’s online store that were generating better conversions.