INSIGHT

Glaze & Gordon is a British equestrian and country collection. Conceived at the shows, the brand was starting to find its footing on social media when Becs Glaze saw our work with Fairfax & Favor. She reached out to Lane Media for our support in scaling her paid performance media channels – social (Facebook, Instagram) and shopping (Google).

IDEA

The brand continues to grow steadily on social but it’s on Google Shopping where it has really got into its stride, delivering some incredible results. With minimal brand awareness beyond the equestrian set, we knew that we needed to prioritise Shopping and drive more demand for the “country” side of the brand, complimenting ongoing paid social activity with a more diverse and nuanced approach to search activity.

Having rightly focused on growing through their core horse-owning customer Lane Media set about rebuilding the account to better promote Glaze & Gordon’s offering. The enhanced account set up prospecting activity across more diverse audiences and wider categories. We also set about complimenting the existing horse campaigns with equivalent hound activity – people with ponies often have pups! Glaze & Gordon’s product range had always reflected this, but their media activity was yet to make that jump too. Until now.

IMPACT

It’s fair to say it went rather well. Within months the conversion rate had doubled and ROAS (Return on Advertising Spend) had tripled reaching a stunning 6:1. Sales have continued to show growth YOY (year on year), particularly impressive in Q1 2022 versus the locked down Q1 2021.

More importantly, this response has been across non-branded activity, welcoming new customers to the brand and creating a halo effect across non-attributable sales. Having previously seen sales skewed to one or two particular ‘hero’ products, Glaze & Gordon are now seeing items across the whole range sell equally, as they (comfortably) gallop towards their best ever year of trading, while future proofing the business through product diversification.

We’ll leave the final words to Becs Glaze, a wonderful client to work with but more importantly, a happy customer:

“I feel in very safe and capable hands with the Lane Media team. They just seem to get it and I feel comfortable knowing they are working in the background getting things done and keeping an eye on spend/performance. Not only that I thoroughly enjoy working with them and look forward to progressing things further. I really believe Lane are going to be key to the next stage of our growth.”