PXP creates the only sports-specific underwear which has been designed for athletes in high-intensity sports to allow them to train harder for longer.
As they are still in the early stages of their business, they currently only provide products for professional athletes. However, they are set to release products for amateur athletes and the general public to purchase from the PXP website within the next 12 months.
As PXP are currently undergoing an exciting period of growth while collaborating with top athletes, it was important that their marketing strategy would effectively increase brand awareness during this period while also driving traffic to their website.
PXP had secured a contract with professional boxer and heavyweight champion Deontay Wilder and needed to ensure that we could leverage this offline activity through their online channels.
We needed to ensure that their website was optimised and ready to collect leads, and that their marketing strategy was set up to harness this period of heightened brand awareness and would effectively direct traffic both to their Instagram page and website.
- Leverage the offline activity / sponsorship opportunity through online channels
- Capture the uplift in search with an optimised Google strategy
- Update their website to reflect the current athlete collaborations and ensure a seamless user journey for those looking to sign up for more information
- Reach athletes online and drive lead generation
The Plan of Action
Our first task was to ensure that the existing PXP website accurately reflected the brand and was in a position to successfully generate leads for those looking to find out more about the PXP or sign up for exclusive product updates. With this in mind, we redesign the website, with a primary focus on the homepage, to include a video which showcased the product in action and gave context to the brand. We also included a data capture form on the homepage and ‘About Us’ page so those who wanted to learn more could immediately sign up to do so. On this form we also included the option for visitors to confirm whether they were a professional or amature athelete.
As our primary goal of this campaign was to successfully generate leads, we needed to integrate an email platform which would allow for us to effectively segment audiences and create email flows which would keep customers informed as the brand continues to grow. We set up multiple signup forms on the website where visitors would select their athletic status to ensure that they were segmented into the correct audience to receive relevant and personalised email communications.
We set up an optimised Google Adwords campaign to firstly protect the brand name and also to ensure that those who searched for the brand during the campaign weekend were immediately targeted with the PXP website. Firstly, we needed to search for the most relevant key terms to bid for during this period while also understanding which terms needed to be excluded from irrelevant search queries.
Social Media Activity
Regarding the social media activity, we created organic social media posts to promote the Wilder fight so that any users who hit the Instagram page after seeing the weigh in could immediately know that they were on the correct account. We also wanted to promote the fight to our existing followers to create buzz around the brand and encourage organic engagement. For our paid activity, we created four campaigns which ran across both Facebook and Instagram and targeted athletes and those who are interested in high-performance athletics and sports. For these campaigns, we used video content to increase engagement and put the product into context.
- 21 new leads on the website
- 7 conversions through Google Paid Search
- 10,430 website visits
- Reached 286,776 profiles through paid social media ads