Double sales through improved campaign management
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Karhu is a sports company from Finland with a rich history. Since its founding, Karhu has made sports products from skis to running shoes. The latter has always remained the main product line. Karhu now focuses on the North American and European markets, but there are also Karhu outlets in some Asian countries. Karhu currently has two product lines: Lifestyle and Running.
Karhu's figures
TRUST BASED ON EXPERIENCE
Karhu has a distinctive strategy where retail is crucial and e-commerce is a relatively small branch. This increases the need for a strong e-commerce strategy. Karhu prefers to manage activities such as branding in-house, leaving less time and expertise available for performance marketing. Tomahawk came onto Karhu's radar through word of mouth. Since Karhu works with larger online retailers, Tomahawk proved to be a good match.
Our approach
Tomahawk is taking several steps for Karhu:
- Set up of Branded Search and Performance Max campaigns.
- Split by product line (Lifestyle & Running) for more relevance
- Addition of behavioral data (e.g. products in shopping cart) for smarter targeting
- Improving German in ad copy
- Migration to Channable for more efficient feed management in eight countries (NL, DE, AT, FR, FI, IT, UK & US)
- Implementing server-side tracking so Karhu is ready for the cookie-free future
From Germany to UK: strong sales growth with profitable campaigns
In 2023, we doubled the turnover of the German and Austrian webshop compared to 2022, with an improved ROAS. Within the set targets for profitability, we made the most of the market. The success led to Tomahawk being given more responsibility and also managing the UK Branded Search campaigns. These also showed strong growth: revenue from the Lifestyle Branded Search campaign increased by about 50% and the Running Branded Search campaign even grew five times as fast as 2022. Overall, Google Ads revenue from the Tomahawk campaigns doubled, while ROAS remained stable.
Customer experience
"Tomahawk understands our company-wide strategy and knows how to translate that well into campaigns. But Tomahawk goes beyond campaign management. The most recent major project we completed with Tomahawk was the Channable integration. That meant we were working for multiple domains for multiple stores. The project took longer than planned, but there was nothing Tomahawk could do about that. I am impressed with how well Tomahawk handled this, despite the unexpected external circumstances. They continued to work meticulously in this changed timeline, Tomahawk didn't skip a step. In addition, Tomahawk does not stare blindly at an ROAS or other details. We want to grow in multiple countries at the same time. At Tomahawk, they think about the big picture and the long-term international growth of the company."
Edgar Minks, Karhu
The experience of Tomahawk
"Karhu is one of our most international clients, so with our knowledge of crossborder business, Karhu and Tomahawk are a perfect match. The culture in meetings is positive and constructive. Because of this pleasant cooperation, action points are well taken up. What is very special about Karhu is their international workforce. We have quite a few contacts at Karhu and no one is from the same country. Despite this change in people, languages and cultures, communication is good. Finally, Karhu is of course a really cool brand and they sell incredibly cool shoes."
Claudio Atzeni, SEA Marketer
