Years of Heritage
Impressions Through Meta Advertising
Product Views
Established in 1965, Aran Woollen Mills is a traditional Irish knitwear brand. Starting its journey as a wholesale B2B brand, Aran Woollen Mills wanted to bring the beauty, warmth and unique style of their products direct to consumers online. To accompany this move, they needed a built-for-conversions Shopify Plus store and a marketing strategy tailored towards customer acquisition.
Having built a successful B2B business through relationships with leading wholesalers in their industry, Aran Woollen Mills wanted to take on the direct-to consumer market and help customers discover the spirit of Aran.
Whilst there was some brand awareness that had been built over the years, there was still the challenge of creating a strategy that would direct potential customers to a well converting, best-practice ecommerce site. None of which was currently in place.
To kick-start both the website and marketing strategy we ran a series of brand workshops with the client, to delve deeper into the customer research Aran Woollen Mills had collected. This helped us identify the core customer personas, and we could keep that knowledge in mind when building the new website and marketing plan.
Building a Website That Celebrates 60 Years of Heritage.
The history behind Aran Woollen Mills’ products was not only a crucial aspect in building the brand, but presented a number of USPs that could be used to convert customers. We needed to ensure this brand history came across throughout the website experience without jeopardising the transactional journey.
We achieved this by weaving in unique illustrations on a per product basis and adding informational sections on the materials used to keep the heart of the brand pumping even as we built a site that prioritised conversions.
A Shopify Plus Store Built to Convert
We further utilised our key findings from the workshops to collaboratively produce a full-funnel marketing strategy across different platforms and territories with tailored creative. The goal being to acquire new customers.
This strategy included a lead generation and awareness campaign before the site went live to build awareness among our target market and drive subscriptions for exclusive access to products. We were then able to re-target these audiences to drive traffic once the full site went live. Alongside the paid media funnel strategy, the team developed an automated email strategy, carefully curating specific messages for the customer at the right time in their journey.
Pre-Launch Buzz, Post-Launch Sales
Within the first three months of launching the new Shopify Plus site, Aran Woollen Mills could see the growth potential of the brand. with both pre and post-launch efforts resulting in over 10,000 email sign ups and over 1,300 orders placed.
From a channel perspective,
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“Cake's expertise and strategic advice has been paramount to our successful journey to date - the team have been a tremendous support. ”
ARAN WOOLLEN MILLS
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