Carhartt WIP

The skate brand that really jumped on the digital wave


Background

The clothing label Carhartt was established in the US by Hamilton Carhartt in 1889. 100% cotton workwear in durable quality. In 1994, Carhartt WIP (Work in Progress) was founded as a new line of the Carhartt brand, primarily to distribute products throughout Europe, and today they design fashion clothing that caters to skate and street culture.

The establishment of Carhartt WIP (Work in Progress) has been a large part of the brand’s spread on the international stage.

Solution

In January 2019, Kvantum was contacted by Carhartt WIP since they wanted to strengthen their performance online and increase traffic to their website.

Carhartt WIP’s customer history has extended just over a year and a half. During that time, Kvantum has helped Carhartt WIP with search engine optimization (SEO), Google Ads and advertising on Facebook. The work has included reviewing how the category pages can be enriched with more text, Google Ads Smart Shopping and dynamic search ads, as well as remarketing on Facebook.

Effect

→ On Google Ads there is an increase in ROAS by 94%, to a ROAS on 933% for the period of January 1 to May 31st 2020. During the same time period Carhartt WIP has also increased their revenue with an impressive 129% based solely on the results of the paid advertising.

→ The SEO work has also paid off. The number of exposures has increased by 329%, and the number of clicks has increased by 424%, looking at the organic traffic to the website for the same time period. In addition, the number of transactions has increased by 30% as a direct result of the SEO work.

→ Overall, there is an increase of 51% in the number of visits to Carhartt WIP’s website and an increase of 18% in the average order value.

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