Rethinking a classic for eCommerce growth
Lambda Golf is a Portuguese brand making classic golf shoes with modern construction techniques.
They control all the processes from the sole materials to shoe laces, delivering high quality products for the last decade and with more than 40 years of expertise in the footwear industry.
Suiting a market that values tradition, fashion, performance and status.
Classic style for a modern while traditional golf world, Lambda offers players a clever way to meet classic and modern, tradition and technology. With newer players growing over the world, the need to expand his niche was inevitable, but first they needed to refine their position as a brand.
In an extremely competitive market, Lambda always focused in quality and uniqueness. Classic golf shoes were being massively surpassed by the sneaker revolution. The brand needed a new strategy to appeal a new user and expand their market share.
Lambda iconic slogan was also refreshed to meet the new strategy. Numerous factors were carefully validated before the final result. The goal was to instantly show the core values of the brand, while challenging a new tribe to join and enjoy the movement.
With a phased out process starting from their visual identity, the logo, color palette, typography and photography guidelines were rethink and updated.
After the branding phase, the webstore process was next. We brought in an award wining company how developed the base meeting the parameters from the previous phase allowing a flexible structure for future tweaks.
Was the right fit for this project, being the go to platform due his powerful features.
The freedom provided ticked all the boxes from the eCommerce growth plan.
All the back-end and extra code was developed in house. Upgrades and custom features were added at the same pace the business grew and demand them.
Hundreds of photos were taken and carefully edited.
Since the goal was a massive eCommerce growth, high quality photos were a must to enhace all the qualities of a high end product.
Plus all these were used to create cloud based folders and kits for distributors, PR´s and other media channels, allowing a better control of the brand standards.
To tight everything together, a new influencer program was integrated, targeting a broader and younger audience.
From that content a new social strategy was started, being mainly present in FB, IG and Pinterest.
In an early phase, a media buying plan was set to expand brand awareness.
With the data collected and analyzed a second phase was optimized for conversions, using mainly facebook and mailchimp campaigns.
Funnels were divided in 3 brackets, Top, Middle and Bottom, allowing control on creatives and tools used.
Mailchimp campaigns were most effective at the bottom.
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New content was created to catch the attention of new audiences.
Partnerships with US brands, players and influencers was the strategy in place to leverage the investment.
Similar strategies and audiences were created for other markets, such as Canada and Europe.
To expand the brand, new bonds were made worldwide.
This program allowed a deeper connecting with players and audiences, faster feedbacks and new audiences were constantly tested and explored.
One of the best European golf players and a major icon worldwide was the first Ambassador of the brand.
The plan for Lambda had three major milestones, the branding, the web and the ad strategy. All processes lead to another and all were crucial for a successful execution. Many adjustments were made along the way, which made the plan stronger and scalable for the upcoming years.
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