Search
SOLUTIONS
SERVICES
CAMPAIGNS
TECHNOLOGY
INSIGHTS
COMPANY
OUR WORK
OUR WORK
CONTACT
CONTACT
  1. Home
  2. Work
  3. Spalding

Spalding is a leading sporting goods brand that produces quality basketballs and hoop systems. Their heritage and legacy set them apart from competitors and empower players, coaches, and fans to excel in the game. As part of the Fruit of the Loom, Inc. family, Spalding came to Investis Digital in early 2019 to optimize their website, manage paid media, grow their email list, and leverage exclusive NBA and NCAA partnerships into increase brand awareness and conversion – especially for their first-ever online shopping event, Holiday Slam.

Services Provided:

  • Strategy
  • SEO
  • Paid Media
  • Social Media
  • Email Marketing

The Challenge

30 limited items. Two hours. One day only.

Spalding collaborated with influential brands and players such as SLAM magazine, Sprayground, and Kobe Bryant to create a limited quantity of unique basketballs, hoops, and collector’s items. A members-only presale took place 2 hours before items were released to the public. Our goals were twofold:

  1. To create our own holiday and escape the noise of Black Friday / Cyber Monday by creating incredible hype for these limited-edition Spalding products and drive a sales spike one week before the biggest shopping weekend of the year
  2. To grow Spalding’s new MVP email program, and thereby increase customer loyalty and engagement, by promoting the exclusive early product access for our limited inventory

The Solution

We executed an integrated campaign spanning multiple channels to prospect and retarget users interested in exclusive Holiday Slam products.

Prior to the event day, we grew awareness, increased new MVP subscribers, and increased hype through paid social and YouTube audience prospecting. We used high quality creative assets to drive buzz around the product drop date using a combination of targeting tactics including lookalike audiences, affinity/interest layer audiences, and shared audiences from partnerships with the NBA and the NBPA as well as select sports publications. Once signed up as an MVP, users entered an custom email journey alongside a standard welcome email journey that sent Save the Dates to ensure those who signed up as an MVP users didn’t miss the exclusive drop.

On the day of Holiday Slam in November 2019, we achieved the single highest revenue driving day in 2019 and in the site history thanks to strong email performance, paid social, and paid search tactics bolstered by the addition of retargeting audiences collected from YouTube. Throughout the day, we turned campaigns on/off depending on product availability and shifted budget to support areas of performance opportunity. Our campaign preparation and hands on media management resulted in significant growth for direct and organic performance on the event day as well.

“Being customer-first, creating excellent mobile experiences, and using digital media to move the customer along a personalized journey are not just buzzwords for Investis Digital. Their audience-driven approach put our communities at the center which led to record-setting performance for Spalding’s e-commerce business. Not only on DTC .com through their work on the Spalding.com Holiday Slam, but also in our overall omni-channel performance marketing strategy including Amazon. I could not be more grateful for their support, and excited for the future goals we’re setting out to accomplish together.”

- Matthew Day, Manager, Digital Marketing & E-commerce

The Outcome

The single highest revenue day in 2019 and in the site history

Our paid media integrated campaign spanned multiple channels to prospect and retarget users interested in exclusive Holiday Slam products. Mobile site performance hit record highs, achieving a 6,790% increase in traffic, 1,182% increase in conversion rate and 79,798% increase in revenue. The day after, and through the rest of December, sustained YoY mobile site performance resulted in 1,379% increase in conversion and a 558% increase in revenue.

The Paid Social Campaign itself hit additional all-time highs. 60% of all paid social transactions came in the day of the campaign launch. Though paid social ads, we doubled MVP membership in three weeks to build hype and the Connected Audience pool for the event.

With Paid Search, the addition of retargeting audiences from our YouTube prospecting campaigns helped to increase revenue by 249% vs. the previous period, and the campaign generated a $17 direct ROAS. Email Marketing campaigns drove similar growth with a 15.94% conversion rate on the day of Holiday Slam (6.47% CVR for the month of Nov).

%

increase in mobile revenue

%

all Paid Social transactions in 2019 in one day

$

direct ROAS with Paid Search

%

conversion rate with Email Marketing