Blended Search Marketing Case Study for Helly Hansen

20.4x

ROI

116%

Increase
in Combined
Search Revenue

96%

Increase in
Organic Traffic

www.hellyhansen.com.au

Overall, Helly Hanson ROAS increased by 20.4x
Organic Revenue increased by 71.5%
Transactions increased by 43.6%
Conversions from SEO increased by 16.5%
Average Order Value increased by 19.4% YoY
SEM Revenue increased by 161.4%
SEM Transactions increased by 162.1%
SEM Conversions increased by 21.1%

CONTEXT

Helly Hansen is a global sail, snow, and high-performance sports gear label that originated in the harsh conditions of the North Sea near Norway in 1877. Worn by more than 55,000 ski and alpine guidance professionals around the world, HH develops high-quality gear for ultimate protection on land, in the mountains, and at sea. With an ethical approach to sustainability and a determination to keep people alive in the world’s harshest conditions, HH stands for high-performance excellence.

Helly Hansen looked to LION Digital to enhance the brand’s online presence for greater SEO and SEM revenue. Initially partnering with LION in September 2021 for our blended search services, HH set some very clear targets for our team to push towards.

We enjoyed a successful 2.5-year professional relationship, during which our results saw an expansion into social media marketing, email marketing, and web development services for the brand. This resulted in a boost in online sales volume by showcasing the men’s, women’s and kids’ product ranges while leveraging peak sporting seasons and doubling revenue YoY across multiple channels for a successful partnership until June 2024.

WHAT WE DID

Helly Hansen joined LION for blended search services, a combination of SEO and SEM, to ensure the brand saw wins when considering its paid media strategy rather than cannibalising organic traffic and revenue.

LION’ CEO and Helly’s CRO set revenue goals, which the LION team exceeded by the intended deadline YoY. Subsequently, HH significantly increased their investment across the channels already in play to add social media and email marketing as well as web dev services. This utilised the majority of the core eCommerce channels and LION Digital’s services.

As part of our work in raising eCommerce best practices we upgraded analytics from Unversal to GA4. Connected owned media data, Analytics & Google Console with Paid Media platforms to enhance efficiencies and ROAS.

A comprehensive Looker Studio dashboard was custom-created to keep senior stakeholders well-informed.

We integrated Google Analytics, email & paid media platforms to provide all the necessary data so that the C-suite could understand their online performance without needing to go into complex analytics themselves.

The result was that the executives monitoring the business and Helly Hansen’s Overseas based CEO could follow the business’s performance remotely to obtain a true understanding of their ROI and the incredible business growth we had achieved for the brand.

RESULTS

LION Digital played a pivotal role in Helly Hansen’s digital success. Our 2.5-year partnership with Helly Hansen doubled the brand’s revenue YoY across multiple channels. We saw results following the very first month of working with LION. After eight months, HH had an ROI of 20.4x.

Helly Hansen saw a huge increase in conversions and financial gains. Notably, the brand’s ROAS saw significant growth, indicating a more effective and streamlined multi-channel strategy. This shows that the implementation of targeted marketing optimised the brand itself and its ad spend, leading to a boost in revenue and brand awareness.