Exploring New Avenues: Backyard Discovery’s Successful Venture into D2C Market
Challenge:
Backyard Discovery, a renowned provider of outdoor leisure products, was navigating a pivotal shift in their sales strategy. The company sought to transition from traditional sales channels to an expansive Direct-to-Consumer (D2C) market. The challenge was to establish a substantial D2C business and fuel extensive growth in a highly competitive space.
Approach:
Chameleon Collective deployed a specialized team to strategize and execute a comprehensive consumer engagement plan. This included a multi-pronged approach involving SEM/Paid media activation, and a robust email marketing and growth strategy. Each digital marketing channel was fine-tuned to enable a successful launch into the D2C market.
Impact:
The approach paid off substantially. Backyard Discovery witnessed an exceptional 324% surge in online revenue within the first year. The SEO strategy drove a year-over-year increase of 184% in natural search traffic. In addition, the team established a thriving sales channel on Amazon, starting from scratch, with an efficient average advertising cost of sale of 16%. Importantly, there was a 350% reduction in overall CPA costs, while still increasing overall conversions. This transformation positioned Backyard Discovery as a strong player in the D2C market, drastically impacting their revenue growth and brand presence.
