686 CASE STUDY

THE GOAL

Sell more product

THE STRAIGHT LINE THINKING

Product – ridiculously cool tech snow gear

Strategy – intelligently penetrate saturated market

THE RESULTS

Dramatically Increased Revenue

686 has been providing fashionable tech apparel for snowboarders and
skateboarders since 1992. Inspired by Los Angeles street culture and mountain lifestyle,
686 has become synonymous with technical progression and fashion fusion. High
tech, good times, this is 686.

THE CHALLENGE

686 was looking for a creative and strategic SEM agency to help meet their ecommerce sales and ROI goals:

Increase sales for their winter outerwear

Maintain a 350-400% return on ad spend

Their return on ad spend for the previous year was 160%, presenting an opportunity to

increase their returns by at least 200 percentage points.

Solution

HawkSEM met with 686 and discussed the customer persona, unique selling points, and performance objectives. Based on this conversation, HawkSEM was able to create:

Search campaigns targeted to United States areas with users most interested in 686’s most popular cold weather gear

A re-optimized product feed and Google Shopping campaign to display product photos and prices on search results pages in order to reach highly qualified customers

Dynamic search ads campaign to deliver dynamically targeted messaging and landing page to users interested unique and specific products

Remarketing for search and shopping ads to create additional touch points with customers who have expressed interest in 686’s brand and products by previously visiting the website

RESULTS

686’s year-over-year SEM revenue has increased by 562% with profitable return on ad spend.

Together, HawkSEM and 686 have developed a close working relationship spending time each week to collaborate on new SEM and social media strategies.

In addition to ongoing keyword optimizations and bid management, new strategies are still on the horizon, including dynamic remarketing on the Google Display Network, dynamic remarketing on Facebook, and website conversion rate optimization. This partnership with focus on long-term strategies has led to consistent month-over-month improvement for 686.