Case study · Sport & leisure

Globe Brand: an online audience for a skate and surf brand.

Globe Brand needed a strategy that was able to maximise their results across social media, and also back up their overall retail performance. The success achieved here led to an additional launch for the now widely-known Impala Rollerskates.

Sector: Sport & leisure
Service: Digital marketing
Channels: Google Ads · Google Search

Digital marketingCampaign delivery

The challenge

What needed to change.

Globe Brand is a skate and surf brand with a large and loyal following on social media. A strong audience presence is a good start, but it does not sell shoes on its own. Followers were not being prompted to come back and buy, and new customers who would suit the brand were not being reached in a structured way.

The business also had product moments that deserved their own push, including the Los Angered II release from Dion Agius and, later, the launch of a new brand in Impala Rollerskates. Each needed advertising that reflected the personality of the product, found the right audience and returned more than it cost.

Approach

How the work took shape.

We put social advertising at the centre of the plan, because that is where Globe Brand’s audience already was and where the return on investment proved strongest. The campaign was designed to do two jobs at once: reach new potential customers and encourage existing followers and past visitors to re-engage with the brand.

We used Google Ads to market and remarket the range, managing spend so that it fell as sales rose.

The Los Angered II campaign introduced Dion Agius’s evolution of the surf casual Los Angered, with Globe’s Shockbed insole and Super-V outsole, as a product story in its own right.

No brand launch is complete without a strong social advertising campaign, and Impala Rollerskates was a launch. The brief was to make the sidewalk sizzle. Impala’s fun, colourful message had to be promoted in a way that carried the brand’s distinct character and reached the audiences most likely to respond to it.

Social media gave us the platform to spread the word quickly and to attract a new customer base from a standing start. The creative leaned into the colour and energy of the product, and the targeting was built to find the people most likely to share its outlook.

The shift

A big following is an audience, not a market, until advertising gives it a reason to buy.

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The work

The work, up close.

The campaign ran across Globe Brand’s social channels, with remarketing bringing warm audiences back to the products they had already looked at and prospecting placing the brand in front of people who had not yet come across it. Return on investment was measured across the whole campaign period, with advertising spend tracked against sales throughout.

5.8x.

Return on investment from social marketing campaigns over the entire campaign.

Instagram story advertising was part of the mix, giving the product campaigns a full screen, fast moving format that suited both brands. The Los Angered II work told a product story, while the Impala Rollerskates launch had to build an audience from nothing. The launch campaign was measured separately over its first five months, and the success of the earlier Globe Brand work is what led to Emote running the Impala launch in the first place.