Lids is a sportswear retailer positioned at the intersection of loyal sports fans and streetwear enthusiasts. Lids retail stores offer officially licensed and branded headwear and apparel of collegiate teams, major professional sports teams, plus custom embroidery to personalize your look. MKR was tapped to build out a paid social strategy to align with the buyer’s journey and drive sales through their online store.
The average Lids customer purchases just one piece of merchandise per year. We need to continually be reaching new audiences, nurturing current loyal buyers while maintaining relevance. Lids’ strong in-house video content was the perfect way to bolster awareness efforts.
Paid distribution requires audience insight. MKR executed a number of audience test and learn strategies to develop an in-depth understanding of the Lids customer. Utilizing website pixel audiences, lookalikes, and interest targeting, we determined when, where, and with what ad units Lids audiences engage and convert with best effectively.
Audience of One
Combined, the top-performing Lids audience changes per campaign — lookalike and interest audiences — enhance paid activity and overall brand growth. A “one size fits all” or “stick and forget” targeting approach is not effective, and we must continuously be testing new audiences across all campaigns. Reaching new users through lookalike and interest targeting we are continuously replenishing the website audience and pushing audiences through the purchase funnel.
Through listening streams, MKR was able to monitor for consumer communications, trending conversations and escalating news — even after “business” hours and on the weekends.
Direct return on ad spend increased 17%.
CPC efficiency improved 40%.
Reach increased 55%, at a 50% lower CPM.