performics drives seo success for icebreaker through streamlined global launch
TRANSCRIPT
I C O N L I B A R Y
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Icebreaker is a New Zealand-‐based clothing retailer specializing in merino wool outdoor clothing. Its target audience is hikers, yogis, runners, travelers and more.
Par$cipant
1. Increased speed of project comple3on with great success • Organic search traffic grew 59% YoY • Organic search revenue grew 105% YoY
2. Improved communica3on for unified brand messaging globally
Performance
Performics tackled the four key areas of alignment to ensure a smooth launch: 1. Organize leadership & strategists
• Determine key point of contact within each country 2. Clearly ar3culate scope of project
• Work off quarterly, instead of annual, global project plan for flexibility 3. Align program standards
• Collaborate, share best prac\ces and provide clear instruc\ons • Instate a biweekly delivery schedule with buffer \me built for QA across
\me zones • Priori\ze regular communica\on to share internal and client feedback so
nothing is lost in transla\on 4. Ac3vate interna3onal repor3ng via BrightEdge
• Consolidate all repor\ng to ensure consistency
Plan
Performics Drives SEO Success for Icebreaker Through Streamlined Global Launch
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Countries generated a 105% Y/Y increase
in site revenue
Countries saw a 59% Y/Y increase in search traffic
One country exceeded both traffic and
revenue KPIs for the first $me in 2014
Icebreaker tasked Performics to launch an interna\onal SEO program across 4 countries in less than 3 weeks. In addi\on, a single point of contact was needed to develop processes to align and manage Icebreaker’s global program, including:
• Organizing leadership & strategists • Clearly ar\cula\ng scope of project • Aligning program standards • Ac\va\ng interna\onal repor\ng via BrightEdge
Challenge