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Dickies

Strengthening brand presence for Dickies Workwear & Dickies Life

Using a multichannel strategy to achieve great results

Cases

The Dickies brand is one steeped in heritage. Starting as a small family-run business in the 1920s, its now grown into a multinational corporation supplying a diverse range of casual and workwear of unsurpassed quality. Artefact started working with Dickies 3 years ago. In those 3 years we’ve been thrilled to engineer their campaigns across a variety of activation channels including PPC, SEO, Affiliates, Display and Digital PR. Whilst the Dickies Workwear brand provides complete work clothing & safety wear product ranges, the Dickies Life brand focuses on lifestyle collection – a fashionable range of apparel, with unique collaborations and designs that embrace the American heritage of the brand.

Challenge

With the digital retail marketplace being one of constant competition one of our challenges was to work with Dickies to strengthen their Dickies Life brand presence. We had to ensure they complimented their resellers such as ASOS and Urban Outfitters. We also wanted to refine the brand positioning between Dickies Workwear and Dickies Life as they have their own audience and styles. Another key aim was to maintain the customer retention & growth of Dickies Workwear whilst managing the rise of the Dickies Life brand.

Strategy

To achieve these goals, we provided Dickies with best in class combined search strategy from a hands-on dedicated PPC & SEO team. The combination of managing both their SEO & PPC strategy meant being truly integrated, whilst also expanding into other channels & markets. We also handled the migration of their ecommerce site meaning we could ensure this essential work was carried out to a high standard. Through working closely with Dickies own in-house team we became an extension of their team and formed a solid successful partnership.

Channels

We worked across multiple channels with Dickies Life and Dickies Workwear to achieve the best possible results, with a focus on managing their Paid Search campaigns on traditional search engine accounts such as Google & Bing. The focus was on the UK, but Dickies Life also expanded into Germany & France with the support of native language speakers. Affiliates, Digital PR and Display were also successfully launched in the UK.

Impact

We helped streamline communication, brand positioning, processes and strategy for both Dickies brands. The integrated digital strategy run within one agency helped increase efficiencies, performance and ensure fluidity of marketing budgets. As a result, since year one, Dickies Workwear saw their combined search traffic increase by 53% and revenue increase by 34%. Dickies Workwear also saw their combined search revenue go up 10% YoY. Alongside these results Dickies Lifestyle’s combined search revenue increased by 147% YoY showing that both brands have continued to grow successfully.

 

 

Carving out a successful online presence for a traditional brand Traffic and Trend Analysis