Fjällräven Australia & NZ

Growth Optimisation Results

The brief

Fjällräven partnered with Punch Buggy to not only take over the management of their paid marketing campaigns but to provide a growth optimisation roadmap.

They knew how important data is to an online business but needed help with getting insights from the data, what to be looking at, how to make sense of it, and where to focus and prioritise optimisation efforts on the eCommerce website and broader marketing strategy.

Our initial campaign KPI was to increase Unit Sales by scaling their ad campaigns whilst maintaining the positive ROI that they already had in their campaigns.

Google Ads

We optimised and scaled Google Ads traffic focusing on broadening the awareness of the complete product range. We saw a 10% increase in Jackets and Trouser sales and another 10% increase in Backpacks, bags and Accessory sales.

Google Ads traffic Optimisation

  • Increased e-commerce conversion rate by 26.26%
  • Increased transactions by 65.40%
  • Increased revenue by 70.86%

Google Shopping Ads

We moved from a static feed that had incorrect pricing with only 81 products approved for Shopping ads to a fully automated feed that’s now serving over 320+ products.

After switching to the new feed we saw a 58% increase in transactions from the shopping ads which also resulted in a 7.5% increase in revenue. The biggest step up was the e-commerce conversion rate of the shopping ads which increased by 65.5%.

Facebook Ads

We moved Fjällräven from running just seasonal campaigns on Facebook to an always-on approach.

Increased revenue by 597.58%

Increased transactions by 578.95%

Other wins

  • Increased average order value by 3%
  • Increased customer returning purchase rate by 37%
  • Improved shopping cart abandonment by 4.84%