Filson

The client

Filson is a renowned US brand specialising in the creation of rugged clothing, bags and accessories ideal for outdoor activities and hiking. Founded in 1897 by Clinton C. Filson in Seattle, Washington, it began as "C.C. Filson's Pioneer Alaska Clothing and Blanket Manufacturers', primarily serving those facing extreme environments, such as prospectors during the Klondike Gold Rush.

Over time, Filson has diversified its offering while maintaining the high quality and durability of its products.‍ We work with WP Lavori, which is an official dealer in Europe.

The challenge

Started in March 2022, our goal for 2023 was to exceed the ROAS (Return On Advertising Spend) of 5, which was achieved the previous year.‍ And to achieve the store's net sales targets. We worked hard and strategically to optimise advertising campaigns, identify market opportunities and improve the efficiency of sales processes.

Our Approach

To achieve this, we developed a strategy focused on Meta and Google Ads. We made particular use of Performance Max and Advantage Plus campaigns.

While Performance Max uses machine learning to optimise various marketing objectives such as sales and traffic, Advantage Plus focuses on maximising sales and conversions through automated shopping campaigns.

The results‍

The results of the first and second quarter compared to the previous year were extraordinary:

• ROAS increased to 10, showing a considerable improvement over the same period last year.
• Gross sales increased by 305%, indicating significant growth in the overall business.
• The conversion value of Google Ads increased by 186%, confirming the effectiveness of our online advertising campaigns in attracting and converting customers.