Double sales through improved campaign management
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Reell Jeans is a Dutch-German streetwear label with roots in skate culture. Since 1997, the brand has been known for minimalist designs, functional fits and strong materials. For years the focus was mainly on B2B, but since the launch of its own webshop in 2014 we see that more and more customers are buying directly through Reell Jeans. From a strong European base, the brand is working on a consistent brand experience and further digital growth in all markets.
The numbers from Reell Jeans
A NEW PHASE OF GROWTH
In 2019, Reell Jeans was at the beginning of a new growth phase. The webshop was technically in order, but it lacked direction in online marketing. For years, the focus was on improving the shop itself, so actively attracting new customers lagged behind.
Via-via, Reell came in contact with Tomahawk. The choice was quickly made: the combination of e-commerce expertise, international experience and an approach that fits both B2B and B2C matched their ambitions perfectly.
From the first contact, the collaboration felt professional and pleasant. Tomahawk stood out for its clear communication, strategic insight and ability to spot opportunities and build campaigns on structural growth rather than short-term results.
Our approach
To accelerate Reell Jeans' online growth, Tomahawk built out its digital strategy one step at a time:
- Set up Google Ads accounts with separate structures by market and product line
- Deployment of Shopping campaigns; first Smart Shopping and then a Performance Max campaign with a bucket structure to additionally boost profitable products
- Introduction of Microsoft Ads and Meta Ads.
- Guidance on migration from Magento 1 to Magento 2 for a more stable e-commerce platform
- Continuous optimization focused on improving ROAS and profitability
- Started with German campaign in Google ads and expanded it to Austria, Netherlands, Belgium and France
- Tracking optimized
- Building out SEO through the Baggy Jeans campaign, with:
- distinctive content focused on visibility and relevance
- Targeted outreach and link building through leading platforms with strong domain authority, relevant audience and demonstrable organic reach within the apparel and lifestyle industry
From growth to sustainable profitability
The partnership between Reell and Tomahawk led to strong, structural growth:
- Revenue through Google Ads x8 between 2019 and 2023
- +400% webshop growth in the first four years
- Improved ROAS through optimization of campaign and product structures
- Strong organic positions and revenue growth through SEO campaigns such as Baggy Jeans
Where Reell started with a limited budget in 2019, the brand is now generating multiple sales at a manageable investment. The focus has shifted from rapid growth to sustainable profitability; and that strategy is paying off.
A partnership that goes beyond campaigns alone.
"We have experienced the cooperation with Tomahawk for years as professional, pleasant and above all effective. We have one permanent point of contact with Claudio. This is very pleasant because he really understands our brand and thinks along proactively about where the biggest opportunities lie. Tomahawk is assertive when necessary and helps us make the right choices in a market that is constantly changing. Thanks to their expertise, we continue to grow online, even in challenging times."
Guus, Reell Jeans
