Custom-made for Dog Lovers
A Legacy of Performance
When you have a pet product line as innovative as Dublin Dog’s, you want a website that follows suit. That was exactly what the UNION team was tasked to accomplish, when Dublin Dog approached us with the opportunity to create a fresh e-commerce experience for the brand.
The goal was to create an updated Magento-driven platform, which would leverage the latest e-commerce technologies to showcase Dublin Dog’s durable, eco-friendly dog-lover products, while integrating and supporting key organizational systems.
“Working with [UNION] has been great and we are thrilled with our new website. Immediately following launch, we saw drastic improvements in overall sales and conversion rates. We also continue to work with the digital campaign team to drive additional qualified traffic to the new platform and get the most out of our investment.”
The UNION team started by taking an in-depth look at Dublin Dog’s brand, product line, their business objectives and goals, their marketing messages and past efforts, and their social fan base.
With this unique insight into the brand and an understanding of where their team wished to go, UNION set out to implement a strategic plan that would elevate brand messages, leverage a more impactful online product-marketing experience, employ fan-generated social assets and sharing — all while streamlining the path to purchase.
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Designing the Online Store
Our challenge was not only to create an engaging e-commerce experience for the brand, but converge all of Dublin Dog’s strategic needs into a system that would respond to its mobile buyers and deliver that same experience across all connected devices.
A Brand-New Look
Through a modern approach to design, we worked to shape and infuse the buying experience with a clean look enhanced by crisp product graphics and imagery — meshing the voice of the brand, dynamic lifestyle photography, product imagery, fan-generated pictures and an intuitive user interface. Then, that same great look was leveraged across Dublin Dog's social media platforms.
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Using a responsive approach in our designs and development work, the UNION team delivered an e-commerce platform that adapts to any device, regardless of platform.
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As a companion effort to our digital platform work, UNION developed and deployed a multilayered digital marketing campaign that leveraged flexible, attention-grabbing display, remarketing and paid search ads, as well as Dublin Dog's own email audience. Over the course of our campaign efforts, Dublin Dog experienced a massive improvement in digital campaign performance metrics.Paid Search
Our paid search efforts and plans were divided by product interest: collars, leashes, beds, toys, product-specific names and terms relevant to this unique brand. Additional levels of keyword and interest segmentation ensured ads were shown to only qualified traffic within Dublin Dog's target audience.
- 492%Return on
- 84%Higher Conversion
Rate than site average
Search engine optimization (SEO) was important for Dublin Dog. Union addressed this need through keyword identification, onsite copy optimization, quality link building and content creation for off-site promotion.
- 45%Increase in
- 56%Increase in Revenue
from Organic Traffic
Multilayered display ads were created and served across various ad networks targeted to Dublin Dog's identified audience. Further, remarketing display ads were used to effectively re-engage with visitors that didn't convert on their first visit to DublinDog.com. These campaigns respond to the way users have interacted with the website previously, serving relevant creative and messaging based on page and product views.
- 500K+Monthly Ad Impressions to
Increase Brand Awareness
- 191%Return on
Email marketing was effectively utilized to generate buyer interest and sales through the advertising of new product releases, seasonal and special products, and product discounts.
- 24%Increase in Conversion Rate
from Email Traffic
- 10%Increase in Number of Sales
from Email Traffic
- 492%Return on
UNION's work is engineered to positively impact traffic conversion and revenue. Since the relaunch of DublinDog.com in fall of 2013, the new platform has delivered much positive impact to the brand.30.3% Increase In
Conversion Rate319.2% Return On
Advertising Spend18% Increase In