CASE STUDY
Dollarstore.dk - Ramadan
Dollarstore is an online store and physical store focused on offering quality products at discount prices. Before Ramadan in 2023, Dollarstore had a goal to establish itself as a provider of Ramadan products. Therefore, they contacted Foecon for help with setting up and executing a seasonal strategy that would be based on data and give them insight into their own performance
The challenge
Before Dollarstore implemented the new strategy, they didn’t have a data foundation for advertising and content development. They were working with a variety of different tools and didn’t have a centralized data hub that could help them connect the different data points and make data-driven decisions.
The solution
To address these challenges, Dollarstore worked with Foecon to develop a data-centric strategy that could track conversions across channels and give them a holistic understanding of their marketing effectiveness.
Together with Dollarstore, Foecon implemented the following initiatives:
Content marketing: Developed content for email marketing that was intended to maintain customer loyalty and create awareness for Dollarstore.
SEO: Preparing for Ramadan primarily consisted of a keyword analysis to determine which search terms the target audience was using. Once this was determined and the content was implemented, a link building effort was initiated, with a specific focus on Ramadan, and increasing the credibility of the individual pages.
Google Ads:
Based on the keyword analysis, a search campaign was created, focusing on covering ‘’Ramadan’’ and all similar terms that indicated the same intent. In addition, a Ramadan-specific Shopping campaign, focusing on creating the highest conversion value and the lowest click cost.
The results
After implementing their new strategy, Dollarstore achieved a number of positive results, including:
Increased organic traffic to their Ramadan category pages by over 900%.
30%+ improved revenue on their website.
1000% in Return on Ad Spend (ROAS) for their Google Ads.
By having a data-centric strategy and tracking conversions across channels, Dollarstore was able to improve their marketing effectiveness and make more informed decisions based on data.
At the same time, they gained a better understanding of how their different channels worked together and how they could optimize their digital presence to achieve even better results.
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