Challenge
Launching a direct mail catalog involves significant investment, heavy resourcing, and precise execution. Huk needed to ensure its catalog would raise brand awareness and drive online sales. We presented a strategy that could maximize the catalog's impact through an integrated paid media campaign.
Solution
To meet the challenge, the QRY team:
- Collaborated with the direct mail team: We worked closely with Huk’s direct mail team to understand the target audience and creative assets.
- Pre-launch campaigns: We launched digital campaigns before the catalog drop to build anticipation and warm up the audience.
- Omnichannel experience: We created a paid media campaign that aligned with the catalog distribution audience, geography, and timing to provide consistent messaging across both physical and digital platforms.
- Data-driven optimization: We monitored performance metrics and adjusted audiences and geographies to optimize ad spend and targeting.
"I think the best part of working with the team at QRY is that they are a true business partner with a vested interest in the success of the company. They consistently come to the table with best business practices and a strategic approach to other channels of growth outside of standard media. No matter the challenge, they are more than willing to be a part of the solution with out of the box ideas outside of their defined partnership with the brand." - West Erdman, VP of eCommerce at Huk
Results
The campaign was a major success for Huk, exceeding expectations and maintaining marketing momentum throughout the season. Key results included:
- +23% Campaign Revenue
- +19% Campaign ROAS
- +20% Campaign Conversion Rate
The team is incredibly knowledgeable with a vast expertise across multiple facets. I feel as though at any moment, I can pick up the phone and talk through ideas, concerns, strategies and so forth. - West Erdman, VP of eCommerce at Huk
