Gudrun Sjödén
Gudrun Sjödén is a Swedish fashion brand founded nearly 50 years ago with an established global fanbase.
Their clients are not just clients: they are loyal fans who truly love the brand and this colourful, sustainable fashion. They are mature ladies and lifelong cheerleaders of a unique way of living.
I managed their UK Google Ads and Microsoft Advertising accounts before and during the Covid pandemic.
How we used data to adjust messaging & bidding
When Covid and the subsequent lockdowns hit us, Gudrunistas (as they call themselves) were forced to avoid shops and move online instead.
During the first two weeks of the initial lockdown, sales dropped. Then, however, Google Analytics showed us a changing trend: while se saw a spike in sales from a younger demographic.
Regular monitoring showed that this was not a lasting trend but rather younger family member and friends helping Gudrunistas with their online shopping.
Data from Google Ads and Microsoft Advertising as well as Google Analytics allowed us to continually adjust budgets, bids and update ad copy.
- Ad copy focus before lockdown: sustainable, organic cotton and colourful fashion.
- Ad copy messaging during lockdown: comfortable clothes perfect to wear at home and in your garden, everyday basics, online shopping with safe delivery to your doorstep.
Impact
Online sale supported by our Google Ads activity increased sale YoY, making up for any lack of revenue from the London store.
We were able to satisfy client demand by successfully shifting to a new era of living.
Sonia is a solid digital marketer with deep and extensive knowledge of paid media (Google Ads, Business Facebook etc). Sonia has supported me during 2021 delivering PPC strategy, architecture, optimisation and reporting across paid channels. Not only is Sonia fast and accurate, she thinks about her work and how to make the best use of paid media budget and an asset to any team. I look forward to working with her again.