DUNE LONDON: PAID REVENUE OF £5M+

Building strategies that perform during competitive seasonal periods, like Black Friday, and can shift to convert during quieter periods such as national lockdowns has been key to achieving long-term growth in a competitive online footwear market.

Mediaworks developed an innovative, data-led paid marketing strategy for Dune London. This included the introduction of social media campaigns to increase awareness in new audience groups, Product Listing Advertisements (PLAs), smart bidding, and custom-based intent remarketing programmes, targeting those customers identified as most likely to convert within each of their target categories.

A key factor in the strategy was the restructure Dunes’ paid search to differentiate its campaigns between sale and non-sale products, as well as brand and non-brand searches. This allowed us to specify return on advertising spend (ROAS) targets by product category and sale versus non-sale items.

By driving further efficiencies across the wider customer journey – that included an increase in brand visibility by 19%, an uplift in online traffic by 30%, and total savings across cost per clicks (CPC) by 11% – Mediaworks was able to maximise Dune London’s returns to fuel online revenue of over £5 million through paid channels.