Sea to Summit is a leading outdoor gear brand celebrated for its innovative, high-performance products designed for adventurers and outdoor enthusiasts. With a reputation for quality and durability, the brand is a trusted choice for customers worldwide.
Challenge
Sea to Summit aimed to refine its approach to achieving efficient ROAS while staying true to its aspirational brand identity. Its initial approach successfully honed in on key audiences but leaned toward broad, top-funnel creative.
While this strategy established strong brand awareness, the team recognized an opportunity to experiment with more product-focused messaging to improve performance in mid-to-lower-funnel audiences and drive measurable outcomes like CTR and conversions.
Solution
QRY collaborated closely with Vulgar, Sea to Summit’s creative performance agency, to co-develop a more product-focused campaign strategy designed to increase engagement while boosting conversion.
This integrated media-creative approach allowed us to:
- Launching a refreshed campaign that emphasized specific product benefits through compelling, feature-driven visuals and messaging.
- Optimizing landing pages to improve the user experience and align more closely with the creative.
- Conducting iterative testing to refine the campaign and maximize performance.
This approach built on Sea to Summit’s existing strategy by combining an aspirational tone with a focus on actionable product features, effectively targeting audiences at various stages of the funnel.
QRY's approach not only doubled our CTR but also improved key metrics like ROAS and conversion rates across all channels. Their partnership was instrumental in achieving these results, and I believe any brand looking to optimize performance would benefit greatly from their expertise. - Amanda Schreier, GM, Global E-Commerce
Results
The product-focused approach yielded impressive results:
- CTR for products nearly doubled on paid social platforms
- AOV, and ROAS improved on paid social platforms
- Conversion Rate & ROAS improved across all channels
This success highlights the impact of blending aspirational branding with product-focused strategies to create a well-rounded marketing approach.
QRY's flexibility and commitment to continuous improvement really stood out to us. They didn’t just deliver a strategy—they ensured it was implemented effectively and that results were measured meticulously. Their collaborative approach made it easy to adapt and iterate based on performance data, which allowed us to achieve impressive gains while staying true to our brand identity. - Amanda Schreier, GM, Global E-Commerce
