27.94
ROAS
1,000
Products Sold
25,000
Website Visits
Overview
Meindl USA is the American division of the German footwear company Meindl, known for its high-quality hiking and outdoor boots. Founded in 1683, the company has a rich heritage of craftsmanship and innovation, focusing on durable, comfortable footwear. Through a blend of tradition and innovation, Meindl continues to cater to adventurers seeking reliable performance in the outdoors.
Strategy
Challenge
When the Meindl USA team first approached Set Fire Creative, they were already running Google ads with another marketing agency. They had two concerns with their current agency, however—results that didn’t meet their expectations and a severe lack of communication.
The Set Fire Creative team offered Meindl USA a complimentary audit of their ad account to find what was working, what wasn’t, and how we could help them improve their results. Our fulfillment team was surprised by what they saw in the account—a 13X return on ad spend (ROAS). Most businesses would be ecstatic for a 13X ROAS, but the team at Meindl USA knew they could see better results. Our team approved of most of what was already being done in the account, but noticed a few areas of opportunity.
So what did we tell the team at Meindl USA? Stick with your current agency and tell them to test a few ideas we have. Apparently, the team appreciated the transparency. They responded that if we can improve the results in the account even slightly while improving on communication, they would love to work with us.
The Solution
As mentioned before, there were two areas the Set Fire Creative team needed to focus on—results and communication. The previous agency was showing good results, but the team at Meindl USA knew they could be better. The previous agency also didn’t communicate to Meindl USA very often, which was a concern they expressed multiple times. Here is how we improved both:
Results
After our team ran an audit on Meindl USA’s Google ad account, we noticed that the ads and keywords performing the best were mostly branded (i.e. people who were already searching for Meindl USA boots). The recommendation we had was to try an aggressive non-branded campaign alongside a PMax campaign.
Communication
Improving communication for Meindl USA was not a problem. Set Fire Creative’s team takes a proactive approach to communication. Every client of Set Fire Creative receives a dedicated account executive who touches base weekly and sends out a monthly report, while always being available for calls. The client/agency relationship works best as a partnership, which requires consistent communication.
Results
The Set Fire Creative team was not only able to improve communication through weekly check ins, bi weekly calls, and monthly reports, but they were also able to achieve a substantial increase in sales and return on ad spend. Monthly ROAS has doubled while cost per purchase has decreased. Meindl USA has also increased their monthly ad spend by 61% while working with Set Fire Creative and plan to continue increasing ad spend month over month. See the numbers below:
Client Testimonial
“Pretty dang nice to make a business partner change and see such nice performance. Great work and can’t wait to see where this thing goes from here!”
Todd Hicks, Vice President of Meindl USA
