C21 Stores
Background
Century 21 Stores eCommerce digital marketing went from driving 5% of revenue pre-pandemic to driving 100% of the revenue when stores were forced to close. Pre-COVID C21 Stores were focusing on lower funnel, conversion tactics and grabbing the low hanging fruit of eComm.
Problem
eComm was the only source of revenue for a brand that relied heavily on sales from foot traffic in stores.
Solution
Once the COVID-19 pandemic hit, the team gradually pivoted the program to incorporate more prospecting audiences in order to bring in net new demand to grow revenue. We quickly revised creative and planning to reflect this new, uncharted environment (ie. WFH wardrobe, at home office space), our ability to react to and capitalize on ‘in-real-time’ digital trends, and our constant communication with clients (daily morning stand ups) allowed us to push C21 Stores to a place where they could rely on our paid media program to deliver consistent results with a decreased level of investment, comparable to our performance pre-pandemic.