Brian Dawkins | NFL Hall of Famer

Results

+58%

Q4 Sales Increase

+80%

Increase in Online Store Sessions

+113%

Social Media Reach

Overview

Regarded as one of the greatest safeties of all time, Brian Dawkins is a superstar NFL Hall of Famer who played 16 seasons in the NFL, primarily with the Philadelphia Eagles.

We worked with Brian on his social media marketing strategy and Q4 holiday shopping campaigns. We helped him drive sales through his Shopify e-commerce site selling his autographed memorabilia.

Challenges

Brian was releasing a number of new autographed memorabilia items through his Shopify website leading up to the Q4 holiday sales rush, and we were able to identify a number of areas for optimization within his social media marketing strategy.

With limited data collection in place and no strategy around an ads funnel, Brian’s site was missing out on valuable conversions from both new visitors and returning visitors.

Industry

Sports Memorabilia

Technology partner

Shopify

Facebook Ads

Instagram Ads

Our Approach

We launched a sophisticated paid media funnel to ensure each user was engaged at multiple touchpoints along the customer journey. We tested and iterated every aspect of our funnel to maximize efficiency, both improving the customer journey and allowing for profitable scaling.

Process

In-depth current digital strategy audit (website and digital marketing)
Fix the data collection and tracking issues with the Facebook Pixel and Google Analytics
Review of previous years’ data for the social media channels
Provide audit findings and recommended next steps for areas of opportunity
Re-engaged users which did not initially convert with strategic retargeting ads