Work

Elk
The Label

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A pioneer of independent Australian design.

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Founded by husband and wife Marnie Goding and Adam Koniaras in 2004 in Melbourne, Australia, the ELK aesthetic holds a unique place within the Australian fashion landscape.

With a highly considered approach to design, ELK collections resonate with a global audience in over 10 countries. Founded on a belief in creativity, innovative design and an authentic approach where people are at the heart of every decision, ELK’s passion for local design and independent, ethically sourced fashion has created a brand of enduring value.

The Goal

With online retail growing rapidly in Australia and around the world, ELK engaged Soul+Wolf to rapidly improve revenue through brand conscious, yet performance focussed digital marketing.

Importantly, any campaign needed to engage ELK’s existing customers with a penchant for unique accessories and hand-crafted leather while appealing to a sustainably-minded and fashion-forward consumer as the brand expanded into apparel.

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Through a combination of purpose built functional changes and hyper-targeted Google Ads and Facebook Ads campaigns, Elk has seen a 63% increase in traffic and 149% increase in revenue.

The Solution

Working closely with ELK and understanding their digital goals, we were able to identify key Product Categories that were both important to the business and in high demand (via Google Search).

Through a revamped category-structure, improved product naming and a laser-focused Google Ads campaign, ELK was able to find a new group of customers who were ready to buy, and become customers for life.

We developed a threefold media campaign to introduce and nurture potential ELK Customers. It involved;

  • Through ongoing keyword research, analysing the brand’s seasonal drops, we drove incremental organic traffic improvement across ELK’s categories.
  • Using qualified search keywords in Google Ads to drive awareness in key categories, focussing in on segments proven to drive a profitable return on investment.
  • Utilising both Google’s Display Network & Facebook Ads’ dynamic content ad units, we nurtured users expressing interest, through an engaging remarketing journey.

Although some brands attempt to attract customers through endless discounting and sales, ELK did the opposite. The company used regular insights, gleaned from Google Analytics to leverage high-performing campaigns and trending products to support continuous, always-on marketing growth.

Networks Used

  • Shopify Plus Partner
  • Google Ads
  • Instagram
  • YouTube
  • 149

    Increase in revenue through an integrated digital strategy.

  • 1019

    Return on Ad Spend (ROAS) through hyper-targeted search

  • 63

    Increase in traffic through integrated search & social.

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