Long story short.
How we transformed the way Rohan sell to the over 40s.
There is a belief that customers of a certain age, buying a certain type of product won’t purchase online, won’t engage with online advertising and certainly won’t pay attention to social media. Because, the older generation aren’t on Facebook, right?
"It’s not all about millennials, you know."
We set out to prove that wrong.
We worked with Rohan, an outdoor clothing brand established in 1972 and loved by adventurous baby boomers, to change the way they positioned and presented their brand, realign their purpose internally and externally, and use digital channels to market in innovative ways to existing and new customers. Generating 16x ROI in six months as a result.
We started with specific goals.
Get an established business back on track. Open up the brand to new customers, without alienating a loyal existing customer base. Catch up with, and then disrupt, a market with huge buying potential. Engage, excite and retain Rohan’s next generation of adventurers. Sell to the over 40s.
We worked with stakeholders to uncover Rohan’s NorthStar.
We spoke to 1500 customers and 1200 non-customers, and used competitor and market research to understand Rohan’s position. We created a new purpose and proposition, based on the discovery that age wasn’t an issue for Rohan. It was all about awareness.
"Inspire and improve a lifetime of journeys"
All of this insight, aligned to some clearly defined outcomes, was starting to result in tangible outputs.
We created a new e-commerce website that used user generated content to take maximum advantage of the stories behind the products, and brought peer reviews to the fore.
Because we knew that our new customer base responded to pre-purchase validation, and wanted their interaction with adventuring brands to be about more than just fabrics and durability. They wanted to be inspired.
"For every journey"
They also wanted to buy products easily, on mobile, safe in the knowledge that their purchase was secure. So we made sure that happened too. But a website does not exist in a silo.
Our marketing across digital channels opened up entirely new routes to purchase, and took Rohan to a completely new customer.
Some quick wins through Google Shopping gave Rohan the confidence to invest across social media too, and, using Facebook advertising campaigns, we delivered return on investment from month one, introduced a mass of high spending new customers and increased basket spend by 10% from loyal customer base.
return on Facebook advertising
PPC revenue increase
ROI including management fee
Since then, we have continued to build upon a solid foundation. Now Rohan knows exactly how its marketing investment is performing, with targeted and trackable digital-first campaigns.
From a business that relied almost exclusively on catalogue distribution and email, Rohan has transformed the way it presents the brand in store and online, and has used this to acquire new fans and customers, distribute content more widely and sell more products more often.
Data, combined with creativity, based on a sound understanding of the customer, positioning and goal, has taken Rohan’s marketing to a whole new level. And we’ve debunked the myth. Social advertising combined with compelling content will now not only engage, but sell to a new generation of Rohan customers.