Wenger Colombia wanted to introduce its brand of outdoor products in Colombia. In a highly competitive space with players such as The North Face, Columbia and Merrel already present, Wenger needed to make an entrance among the outdoor enthusiasts and differentiate itself.
Wenger Colombie voulait introduire sa marque et ses produits de plein air. Dans un marché très concurrentiel avec des joueurs tels que The North Face, Columbia et Merrel déjà présents, Wenger avait besoin de se différencier et de faire un impact parmi les pratiquants du plein air.
La stratégie web que nous avons développée consistait à cibler très étroitement la communauté des alpinistes et des pratiquants du plein air et du camping pour créer une relation basée sur la permission et les rendre des futurs ambassadeurs de la marque.
As project manager, besides formulating the strategy, I led a team of one web designer and one programmer to create a website and mobile site.
En tant que chef de projet, en plus de la formulation de la stratégie, j’ai dirigé une équipe composée d’un designer web et un programmeur pour créer un site web et mobile.
Prior to the release of the official site, a teaser website with a countdown timer called "The Authentic Brand" was created. People had to answer mountain climbing trivia and provide their personal details to participate in a contest to win Wenger merchandise. This idea succeeded in generating early interest and helped build a permission based database of 300 leads. Traffic to this site was generated with a Google Adwords campaign.
I led the creative / artistic process and proposed the navigation, UX and UI solutions to produce a Wordpress based site with simple navigation. Using a customized responsive template we produced a fully cross-device and cross-screen compatible website.
The content strategy centered on producing value through a weekly blog post either with original content or with curated content about outdoor lifestyle, events and product benefits.
Structurally, the site was created with Google ranking in mind. To facilitate crawling, all significant tags (title, description, h1, h2, etc.) were key worded around products and brand themes. In addition, URL structure, xml sitemap and image tags were appropriately created. Incoming links were sought with local mountain climbing bloggers and websites.
Once the official site was launched, a two week Google Adwords campaign was created to help visitors looking for outdoor shoes and accessories discover the Wenger brand. Since no actual online sales were possible, visits from the landing page to the "stores" page" were counted as a conversion and given a dollar value. Facebook Ads were created to narrowly target users based on gender, age, city and outdoor or mountain climbing interests.
Given the product's visual appeal, image based social media sites such as Pinterest and Instagram were targeted. More traditional social media sites such as Facebook and Twitter, where a solid base of outdoor enthusiasts could be found, were also used.
Thanks to the database collected during the teaser campaign, a bi-monthly email was sent using Mail Chimp to keep subscribers informed about outdoor events, tips and the quality of Wenger products.
Une surveillance étroite de la performance du site a permis d'optimiser le contenu pour le SEO et de détecter les modèles de chaussures les plus populaires pour aider à gérer les commandes et les stocks. Dans un nouveau marché, les analytics ont contribué à créer un profil de client et de mieux comprendre les intentions de recherche et le profil démographique des visiteurs.
The teaser campaign website was viewed by close to 3000 people belonging to the outdoor niche with a conversion rate of 10% subscribing to the newsletter.
After one month of the launch of the official website, a total of 10000 unique visitors were counted with close to 40% of them converted to visiting the "stores" page. Bounce rates throughout the site were lower than 50% and email click-through-rate was above 10%. For most of the keyword phrases targeted, we achieved first page ranking on Google. As a consequence, sales were close to 5% above first month expectations.