Pumpkin Patch

Performance Media
www.pumpkinpatch.co.nz

PUMPKIN PATCH INCREASES PERFORMANCE DISPLAY REVENUE 10X IN 5 MONTHS

Founded in New Zealand in 1990, Pumpkin Patch has been increasingly recognised internationally in providing premium kids clothing ranges both in store and online. More recently, this global brand has been driving growth through digital channels. Though Pumpkin Patch has a strong mix of unique quality product and marketing expertise, they needed help to develop a customer-focused and data-driven approach to their digital marketing. Pumpkin Patch approached FIRST to better understand the true influence of performance media on customers and develop and roll-out a performance marketing strategy to increase revenue and new customer acquisition.

FIRST implemented a smart, data-driven strategy that resulted in a measurement and tracking framework developed for better and more accurate data and:

10x
increase in revenue over 5 months
PP-cost-revenue-graph_v1

A CULTURE OF RESPONSIVENESS, TESTING AND REFINEMENT

Through a results-driven approach, FIRST significantly increased revenue while enhancing the ‘brand building’ benefit of display advertising. Below summarises how FIRST delivered outstanding and continually improving revenue gains from performance media.

Tracking and Measurement

FIRST immediately put a measurement framework in place to clearly define goals, attribution and the roles for each tactic.

Testing and Refinement

Ongoing testing and optimisation of numerous channels and tactics each month allowed FIRST to scale back poorer performing channels, increase emphasis on performing channels and also test something new. This led to continued, iterative changes leading to increased efficiency and revenue.

Proactive Management and Optimisation

Speed, timing and collaboration are prerequisites to extract maximum campaign performance.

We’re delighted with FIRST’s smart, data-driven approach to digital performance marketing which continues to deliver significant revenue gains month on month.
Responsive, honest and no-nonsense, FIRST ensures our digital media is tightly aligned with offline activity and is always evolving their approach based on new insights about our customers.

Maree Lawrence
Senior Brand Marketing Manager – Pumpkin Patch

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