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William Grant & Sons
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Arthur
Arthur
+96% turnover increase for Boutique Arthur in 1 year.

Donutz ❤️ Arthur: How to boost an account in 2020 and manage risks.

Company

Arthur

Location

Paris, France

Company Size

+500

Industry

Retail

The Problem

Arthur is a beautiful French gem specialising in premium underwear and homewear since 1983. 

The brand is even older than me (MJ) :)

They are also known for their impertinence and their elegance!

Even a kilt can hide Arthur's underwear.

They have great physical stores as well as an ecommerce website.

A Arthur store in France

When we took over management of the account at the beginning of 2020, the client wanted to considerably boost their online sales with Google Ads. For some time, the site's performance had reached a glass ceiling and a new strategy was needed to smash it.

The Solution

Following the analysis of the client's data, we convinced them: 1) to increase their budget for the year 2020 following a first positive test carried out over the Christmas 2019 period, 2) and to develop a new strategic approach.

We therefore set up pure acquisition campaigns with:

  • A re-organisation of the campaigns according to their position in the funnel.
  • A better regulated budget distribution for each stage of the funnel
  • the addition of new optimised shopping campaigns
  • the addition of dynamic DSA campaigns

The aim was to clearly map out the funnel and bring in as many new visitors as possible in search of their products throughout the year and to trigger purchases during the high points of the year, particularly the Christmas period in 2020.

Genuine teamwork and the implementation of this strategy would not have been possible without the full support of Baptiste, the e-commerce manager and Benoît, the COO.

The Results

And now, Samba!

As usual, we release our victory song (Bellini). Tala Lala lala lala lala lala lala.

We advise you to listen to it at the same time as you read the results. It's a Donutz tradition!


👉+ 96% income (YoY)

👉 + 115% over the Christmas period (YoY)

We have been back on the funnel with campaigns that actively participate in the acquisition of new customers. 

A performance example


We also did a small field survey, and we were delighted to hear one physical shop in the network tell us that it was seeing more traffic and young visitors (new target) since we launched our campaigns. This gave us new ideas for 2021 to explore local visibility strategies around the brand's physical shops.

Isn't that nice?

So, certainly, COVID participated and inevitably encouraged the activity of online retailers. But the strategy we put in place enabled Arthur to fully seize all the opportunities of 2020 and to stay on top in a difficult period for everyone.

What They Said

"Obviously, the year 2020 was very dense, especially with the 2 episodes of COVID lockdowns. In spite of this, we were able to stay the course and finalize a very strong performance on the Arthur site. We owe this success in part to Donutz, so thank you very much for your work and your investment!"

Who Worked On It

MJ
MJ
Audrey
Audrey
Yann
Yann

Did that whet your appetite? Or would you some more?