Diving Ahead Of The Competition
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 Speedo.
AboutFounded in Sydney in 1914, Speedo is an iconic Australian manufacturer and distributor of swimwear and swim related accessories, ranging from swimsuits and goggles to wrist watches and MP3 players. Due to their outstanding success in the swimwear industry, the word “Speedo” and their boomerang logo has become synonymous the world over with racing bathing suits - reminding everyone that Australian expertise can conquer the world stage when it comes to high technology swimwear.
ProblemThe 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.
SolutionHyperHelium® set out to re-focus Speedo’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 New Zealand), 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
Source: Search Traffic Jul 1, 2016 – Jan 31, 2017, comparing STLY. Speedo Google Analytics – Acquisition Overview as at 09/03/2017.