Case Study – 

The All Blacks Shop

Getting More Conversions For The All Blacks in Asia

all-blacks-shop-logo

The 2019 Rugby World Cup was a big year for The All Blacks – a potential record-breaking three RWC’s in a row while being exposed to the Asian market. With the All Blacks as a global brand, we wanted to use the opportunity to speak directly to those fans.

Our Approach

  • Identify the Asian markets to target
  • Focus strategy on key objectives
  • Leverage mobile
  • Ensure attribution is key to growing revenue long term
  • Expand advertising where possible

Our Process

  • Rebuild Google Ads account in line with objectives
  • Create enticing copy that connects fans to the All Blacks brand
  • Use manual & automated optimisation
  • Focus on key markets months before the beginning of the Rugby World Cup

With Kiwis living all around Asia, we knew that these ardent supporters would be our biggest asset. That’s why our first aim was to talk to them as early as possible in the year. By creating advertising campaigns before Christmas 2018, we were confident we would see online sales picking up. This would lead to the Rugby Championship, where we increased our presence in these regions. With more All Blacks gear on the streets, we expected our advertising to have more impact in the months leading up to the October kick-off.
We used a mix of Google text & shopping ads, along with Display & Gmail ads to complement search campaigns. Using a mix of translated ad copy & English copy, we were able to target locals & ex-pats alike.

135%
Revenue to Asia countries increased by
122%
Transactions increased
up 61%
Conversion Rate increase

Summary

As we approached the RWC, the store was inundated with orders from Japan, Singapore, Malaysia, Taiwan, Hong Kong, Thailand, Indonesia & even Mongolia – with revenue approaching close to 12% online for the entire year – up 134% from 2018.

2019 was a huge year for us – not only with the potential to win 3-in-a-row but to exposure the All Blacks to Asian Market like never before. We knew the passion of Asian fans transcends teams & we wanted to be sure that if they were purchasing an ABs jersey, then it should come from the official store. LOGIC1 pitched the idea of expanding our online marketing to cover those countries which we had never done before. The ROAS was beyond what we expected but not only that, we now have customers for life in Asia.

Lorraine Walker, All Blacks Shop Marketing Manager

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