From Performance Marketing to a Thoughtful Long-Term Strategy: The Skateroom’s Success Story. 

In the year 2023, we entered into a strategic partnership with the renowned Brussels brand, The Skateroom. The challenge was clear: after a sustained decline in performance due to a limited media approach, it was time for a new direction.

Objectives:

Our main goal was to lift sales back to previous heights. The first phase focused on restoring the previous year’s levels.

Approach:

A comprehensive review of the digital strategy was essential. Instead of investing all media budgets in the lower-funnel and primarily in Google, a balanced approach was implemented. The original See-Think-Do-Care funnel was completely revised, with separate KPIs and targets for each stage. In addition to lower-funnel, we invested in high-funnel activities to attract new customers in carefully selected markets. Greater emphasis was placed on social media and strategic collaborations were established with Jeff Koons, Nara, Jurgen Teller, etc. All this has contributed to significant growth in brand awareness. 

Strategy in Detail:

The media budget was divided between higher-funnel (goal: attract quality people to the website ) and lower funnel (goal: convince consumers to purchase) channels with a clear always-on campaign highlighting their bestsellers. In addition, with each new product launch, a dedicated campaign was also created which tactically capitalized on already proven successes of the featured artist. 

Results:

The above dual approach (always-on + top topical) allowed us to reverse the downward trend back to an annual increase after only 3 months. Currently we are back to a 30% growth year on year. This is due to a powerful content strategy that has contributed significantly to overall brand awareness. 

What’s next?

The above approach will be continued and expanded in 2024 with new initiatives, including the launch of a new website and the implementation of marketing automation. In doing so, the focus remains sharply on strategic markets, with a determined drive for annual growth. The Skateroom continues to evolve, and the adventure continues.