Thermoskin sells through stockists, so a customer who discovers the brand online still has to find it on a shelf. The brand had a strong product range and a clear promise, but in a category held by established competitors it was not yet the name people reached for first. Awareness had to come before consideration, and consideration had to lead somewhere physical.
Case study · Health & wellbeing
Thermoskin: high-performing digital marketing for a performance brand.
Thermoskin makes compression braces, supports and heat therapy products for sports injuries, arthritis and repetitive strain injuries. The brand wanted a bigger audience, a loyal following and a clear place as the first name in its field.
- Sector
- Health & wellbeing
- Service
- Digital marketing
- Channels
- Facebook · Instagram · Google Ads · Google Search
Digital marketingCampaign delivery
The challenge
What needed to change.
Our challenge was to increase brand awareness and brand consideration while reaching a targeted audience of families with an active lifestyle, the people most likely to need a support or a brace and to keep one in the house. At the same time we wanted to increase foot traffic to stockists, so online attention turned into purchases in store, and to compete against established competitors who already held the category.
Approach
How the work took shape.
For the Thermoskin campaigns we took a dynamic approach across Google Ads. Affinity segments let us reach the right audience, people whose interests marked them out as active and likely to need the product, rather than anyone who happened to search for a brace. Inside the campaigns we created strategically structured ad groups with highly relevant keywords to bring in quality leads and rank above competitors, and a multi funnel strategy across the Google Search Network and Google Display Network worked to improve click through rate at each stage.
Social advertising ran alongside on Facebook and Instagram. Through sharp audience targeting and remarketing we aimed to increase the new user rate and drive more traffic to the website. With brand awareness as the main campaign objective, the goal was more impressions and a higher click through rate, leading in turn to higher page engagement and improved landing page views.
A local campaign pointed people to their nearest stockist, so the awareness being built online had somewhere to go.
The shift
Awareness only counts when it walks into a stockist, so every campaign ended with a set of directions.
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The work
The work, up close.
Search did the heavy lifting on reach. The campaigns put Thermoskin in front of millions of people at the moment they were looking for relief from an injury or a strain, and the local campaign turned that attention into visits by sending people to a stockist near them with a single tap.
9.71m.
Impressions generated by the search campaigns.
29k.
Clicks on the directions button from the local campaign.
The website felt the difference. Traffic rose on the back of a sharp increase in new users, people who had not visited before and who arrived through the awareness and remarketing campaigns. Because the ad groups and audiences were so tightly defined, those new visitors were the right ones, and page engagement and landing page views improved along with the raw numbers.
45.18%.
Increase in new users to the website.
Over the period of promotion, organic followers grew, a sign that the targeting was effective and that people who saw the ads wanted to keep hearing from the brand. Post interactions improved as well, with more organic likes, shares and comments.
Remarketing campaigns generated strong traction, indicating high customer retention, and they also showed where the audience lives. Facebook delivered far more visibility and engagement than Instagram, with Facebook accounting for 88.31% of traction and Instagram 10.38%. That is a useful finding for a brand speaking to active families, and it tells the team where its audience is most receptive.
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