Objective
Rains is originally known for its quality rain jackets designed with aesthetics in mind. Since then, the product portfolio has expanded to include several product categories, including accessories, bags and winter clothing. After experiencing strong e-commerce growth, Rains set a goal of maintaining the same level of growth in 2022 as the previous year — while also expanding into new markets.
Strategy
To meet Rains' objective of continued growth, we continuously work across three overall initiatives: 1) Differentiated ROAS targets for top-line and profit, based on business needs and supply chain, 2) expansion into new markets, and 3) driving more relevant traffic across markets.
Through close dialogue and collaboration with Rains' e-commerce department, we align on a weekly basis around the strategy, where we are heading and what needs to be focused on right now — as well as in the long run. This close partnership means we stay near the business and the supply chain, so we know where to focus for the best possible performance.
We receive valuable input for both smaller and highly specific actions we can implement immediately across both SEO and PPC, while also being able to spar and be challenged on bigger ideas and the broader perspective. This enables us, in collaboration with Searchmind, to define a sound, long-term strategy for our Google efforts. Searchmind has been a major contributor to the significant growth we have achieved in both existing and new markets.
Kasper Kjærgaard Nielsen, Head of E-commerce hos RAINS
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The numbers
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PPC across all markets January - September 2022
Revenue +54.09%
Clicks +76.95%: From 1,420,759 to 2,514,099
Cost +86.99%
ROAS -17.6%: From 6.5 to 5.36
SEO in the US
January - September 2022
Revenue +54.08%
Transactions +52.92%
Users +112.31%
It is simply a pleasure to collaborate with Rains. The goal has been clear from the start, and we have gotten very close to the business. I believe it is precisely because we are so deeply involved in the overall strategy that the collaboration succeeds. There has been complete transparency throughout — which is also necessary when you have as ambitious growth targets as Rains. To achieve their goals, entering new markets and the associated go-to-market strategies have been essential. We are also able to draw on our internal team at Google to spar on CSS, Account reps or International Growth, which is a clear advantage. It is also particularly valuable that we have insight into the PPC landscape as a whole, by virtue of working with multiple cases as an agency and not just Rains in isolation. A special mention also goes to Kasper for being an outstanding partner. His trust in us means we can spend our time creating value rather than explaining everything in detail — allowing us to focus on executing and delivering results.
Aske Warming, Head of PPC hos Searchmind
Conclusion
In September 2022, we generated a significant increase in revenue, clicks and costs compared to the previous year. ROAS grew by 3.26%. For SEO in the US from January to September 2022, compared to the same period in 2021, revenue increased by more than 54%, the number of transactions by nearly 53%, and the number of users more than doubled. We continue to work on strengthening Rains' digital performance going forward.