A non-brand search strategy to drive sales for well-loved organic skincare brand
Green People is an international brand specialising in organic skincare products. With an extensive range of natural products for all skin types and ages, the brand has a very loyal customer base and strong sales growth. After more than two years working together, we were tasked with driving additional non-brand sales to introduce new customers to Green People – without having a negative impact on core brand sales.
Because online retailers Green People supplies often sell at lower prices, it was always challenging to get conversions via Shopping. We saw a unique opportunity to create non-brand Shopping campaigns, giving Green People a strong presence in search results for key product ranges. By restructuring campaigns to focus on the best-performing products and ranges for the time of year, and working with Green People’s internal team to improve the feed, we set the brand up for much greater success and discoverability.
We saw an increase of 61% in users driven to the website through non-brand Shopping campaigns, and 62% increase in New Users. Still, it’s the revenue and transaction figures we’re most proud of – with a 78% increase in revenue and 45% increase in transactions. These results have enabled Green People to increase its customer base and enhance its email marketing, remarketing strategy and social advertising campaigns.
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