Lands’ End Increases Digital Ad Spend
Keep in mind, right around this time last year, Lands’ End hired Griffith as their new CEO. Hence ad spend was possibly less since the company was going through a transition in leadership. Now settled into his new position, the more recent ad spend increase in 2018 could be a result of Griffith's digital focus.
“For many years, we’ve operated as a catalog business with a complementary online e-mail and digital presence,” Griffith said during a 2017 second quarter earnings call. “We’ve been working to shift the relationship among these direct channels and bring our marketing expertise to the digital world.”
And the numbers back it up. In the last 30 days, Lands’ End used 99% of their total ad spend to purchase direct impressions from three sites: Weather.com, Facebook, and The Atlantic. Now that sales are up, maybe a digital focus is exactly what the clothing retailer needed.
Lands’ End Rolls Out Creatives for Summer
Although the top two creative for the last 30 days are banner ads, the rest are mostly Facebook posts promoting their female swim line. All 16 social creatives picture a woman modeling the company’s swimwear. Furthermore, Lands’ End spent 98% of their social budget targeting females on Facebook, with 66% link posts, and 32% carousel posts.
Lands’ End Targets the East Coast on Social
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Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.