Pnuma Outdoors
Implementing a Comprehensive Paid Media Strategy
The Challenge
Pnuma Outdoors, a hunting apparel brand, has a highly seasonal sales cycle and generates a majority of its revenue between September and December. When Labyrinth Digital was hired, the brand was already pacing behind its goal of beating the previous year’s revenue and the season was fast approaching.
Labyrinth’s Services
- Online Store Performance Reports
- Multi-Channel Dashboards
- Paid Media Strategy (Facebook & Google)
- Email Newsletter & Lifecycle Flow Strategy
- Channel Test Plans
- Conversion Tracking
- Content Calendar Development
The Solution
To reach the revenue goal, new customer growth was key. Labyrinth designed a multi-channel marketing program and leaned into paid media for acquisition.
Facebook was a largely unexplored channel for Pnuma, so Labyrinth set up the account with all the needed integrations, a dynamic shopping feed, and analytics tracking. We then planned out a full-funnel advertising approach to acquire and convert customers, partnering with the creative agency Masters of Chaos to create all needed assets.
The previous agency used the Google Ads ecosystem but only for branded search ads. To remedy this, Labyrinth restructured the Google Ads account including: adding in branded, non-branded, and competitive search campaigns; setting up Merchant Center and a product feed to enable Shopping ads; launching upper-funnel Discovery and Display Ads; and building out YouTube from scratch for prospecting and retargeting.
The client lacked a clear promotional strategy, so Labyrinth developed a promotional calendar to coordinate marketing efforts and allow for more consistent and timely testing of ads.
Labyrinth custom-built an omni-channel dashboard to track KPIs and to provide holistic weekly, monthly, and quarterly reports.
The Results
By year’s end, the client successfully exceeded its revenue goal by 25% and grew its customer base 39%. The client saw strong improvements in its advertising efforts – with Labyrinth’s strategic approach, paid media drove 326% more sessions and 169% more transactions than the year before. The dashboard and promotional calendar introduced more transparency and improved goal tracking. Pnuma felt confident heading into the new year with greater structure and strategy behind its marketing efforts.
25%
YoY Revenue Growth
31%
Improvement in Paid Media ROAS
111%
Paid Media Revenue Increase
39%
Customer Base Growth
Full-Funnel Facebook Strategy
Top-of-the-Funnel
Ads targeted at lookalike audiences and relevant interest groups built brand awareness and consideration.
Middle-of-the-Funnel
Ads grew influence among engaged audiences with popular organic posts and promotional content.
Bottom-of-the-Funnel
Ads drove conversions through Dynamic Product Ads, remarketing, and promotional material.
YouTube Advertising Strategy
Top-of-the-Funnel
We crafted compelling stories to drive brand awareness among similar audiences, interest audiences, and targeted keywords.
Bottom-of-the-Funnel
We retargeted YouTube video viewers and non-converting website visitors with product videos to generate conversions.
Labyrinth’s Services
- Online Store Performance Reports
- Multi-Channel Dashboards
- Paid Media Strategy (Facebook & Google)
- Email Newsletter & Lifecycle Flow Strategy
- Channel Test Plans
- Conversion Tracking
- Content Calendar Development
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