Strategic Search Marketing To Grow Online Transactions & Revenue

HyperHelium® was approached by True Alliance, the official distributor of fashion, sportswear and outdoor clothing brands across Australia and New Zealand, to investigate opportunities relative to Riders by Lee.


As the younger sibling to the famous Lee brand, Riders have stamped their own unique identity with a youthful, fresh attitude.

Fun is their motto and denim is in their DNA. Riders embodies a love for quality branded denim that is influenced from the latest High Street styles. Designed by a small-devoted team in Melbourne, Australia, Riders have carved a reputation for creating awesome jeans that take you awesome places.


The main problem was weak traffic and online sales from Search Engines. This was largely due to an on brand only strategy, where all marketing efforts were targeting brand related terms only.


HyperHelium® set out to re-focus Riders by Lee’s current marketing approach from brand to demand, targeting discretionary or non-brand demand patterns, targeting all relevant product related terms within geographic markets (i.e. Australia), and identifying high volume, high consumer intent terms.

HyperHelium®’s Blended Strategy was chosen, where Organic and Paid search are used in a complimentary strategy to drive visibility, reach and results.


What we achieved

Conversion Rate
Source: Riders by Lee Google Analytics, 01 July 2016 – 31 March 2017 vs. 01 July 2015 – 31 March 2016.

More Results


Revenue Growth


Revenue Growth


1st Place Keyword Rankings