Programmatic Lunch

Case Study: Boxfresh uses cross-channel video campaigns to mount Nike, Adidas challenge

Tyrone Stewart

BoxfreshMen’s footwear brand Boxfresh has teamed up with Rakuten Marketing, a digital marketing company, to re-establish its brand standing and challenge the likes of Nike and Adidas in the UK and Germany.

Through the use of Rakuten’s cross-channel display solutions, Boxfresh has worked to showcase its brand more effectively through video-led campaigns that show off Boxfresh’s values. On Facebook, these campaigns have been segmented by demographic and interests, as well as through first-party-based lookalike audience builds.

To date, these video campaigns have resulted in a clickthrough rate (CTR) which is 233 per cent higher than Google’s UK benchmarks and 800 per cent higher that its German benchmarks. Furthermore, campaigns in the UK saw engagements rates 72 times higher than the Google standards.

“Since starting work with Rakuten Marketing’s display arm, 85 per cent of users brought to our site via prospecting activities are new users,” said Rob Burr, digital commerce manager at Boxfresh. “Contextual segmentation drove 36 per cent of all ad impressions and the highest engagement rate of all display campaigns served (4.94 per cent and 6.23 per cent in the UK and Germany, respectively). As prospects start converting and the retargeting pool grows, so will the viability and effectiveness of the campaigns targeting new customers. This has been a great start and we can’t wait to see where the results go next.”

According to Rakuten Marketing, Boxfresh has seen conversion rates for search engine optimisation (SEO) and pay-per-click (PPC) grow 169 per cent and 50 per cent, respectively, in the UK when display campaigns ran alongside other channels – it was 116 per cent and 37 per cent in Germany. Meanwhile, 11 per cent of new online orders were driven by display and the average order value increased by 20 per cent. In addition, Boxfresh has achieved a retargeting return on ad spend (ROAS) of £8.31 in the UK and £2.50 in Germany.