About
Challenges:
In early 2020, GUNNAR began seeing large spikes in online sales through their website due to global consumer behavior changes stemming from the pandemic. GUNNAR saw a renewed need for investment in their online sales channels, their attention to SEO, and their paid media strategy.
The team partnered with BuildingBlocks to improve their website, supporting key sales drives while leveraging BuildingBlocks offshore model to keep costs low. BuildingBlocks also supported GUNNAR’s sales drives and new product launches by adding landing pages, branded content, and other campaign specific elements throughout the site.
GUNNAR was also having difficulty hitting key performance goals while leveraging paid media to drive online sales of its products with key retail partners.
Solutions:
- Gunnar.com uses a Virtual Try-On (VTO) feature for users to test the appearance of different glasses on their face via augmented reality. BuildingBlocks built and supported the VTO API functionality, working with Fitting Box to create the web and mobile experience.
- Gunnar partners with the St. Jude’s Children’s Research Hospital charity and worked with BuildingBlocks to add multiple touchpoints with shoppers enabling them to make donations of any size during their shopping experience.
- BuildingBlocks worked with Gunnar on designing subtle in-cart upsell promotions, boosting Gunnar’s average order value in the process.
- All new product launches required rapid custom development and VTO set up by BuildingBlocks which tied into marketing efforts by the Gunnar team.
- BuildingBlocks designed and set up several promotional or informational landing pages throughout the Gunnar ecosystem to support marketing or product education initiatives.
- Gunnar invests in their SEO and analytics and worked closely with BuildingBlocks on improving their Core Web Vitals on both desktop and mobile.
- BuildingBlocks Consulting coordinated, executed and managed paid media campaigns with key retailers across North America to drive sales in alignment with Gunnar’s approved marketing initiatives. Strategic bid adjustments and placements were aggressively managed to successfully achieve – and exceed – the desired results.
- BuildingBlocks Consulting successfully managed and optimized campaigns with key retailers spanning North America.
Results
- 62%
Above the ROAS goal - 19%
Improvement in CPC - 36%
Increase in CTR
Testimonials
+300 ICP-matching MQLs by M6 270% increase in organic and direct leads
10x marketing leads pipeline by M3 64% search appearances increase on social
