Aztec Diamond

Established brand Aztec Diamond has revolutionised the equestrian industry. Unable to find equestrian clothing that combined functionality and style, the brand’s founder decided to create her own line. This led to the invention of the riding leggings, and she applied this cutting-edge, innovative approach to all her designs, ensuring the final products are comfortable, stylish, and functional for riders both on and off the saddle.

This design approach also broadened the brand’s appeal, as the garments are ideal for a range of outdoor activities beyond riding. The team at Discovery partnered with Aztec Diamond to revamp their Google Ads campaigns with goals of increasing brand awareness, acquiring new customers, and driving meaningful results. Leveraging the established brand as a launchpad, we used a mix of Shopping, Display, and Video campaigns to target the right audience at the right time.

To reach customers actively searching for these products but unfamiliar with Aztec Diamond, we implemented a multi-layered strategy. We incorporated Channel Placement strategies into their YouTube campaigns to stay ahead of competitors and introduce the brand to more potential customers. By creating a top-funnel strategy alongside data-driven attribution models, we illustrated the user’s full journey from brand awareness to consideration, and ultimately, to making a purchase.

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Project Goals

📢

Increase brand awareness

🛍️

Acquire new customers

🚀

Generate results

Results

135%

Increase In Conversions Increase

162%

Increase In ROAS

220%

In Conversion Rate

Maximising Reach and Engagement

Shopping ads are at the core of our campaign strategy for Aztec Diamond, enabling searchers to find specific products quickly. By testing different automated bidding strategies, we push products as demand increases, maintaining a strong ROAS. Although Aztec Diamond already had strong organic traffic, they wanted to target potential customers who were unaware of the brand. To achieve this, we were strict with our targeting approach by actively avoiding brand terms and focusing on specific product terms to start building brand familiarity.

Display campaigns are crucial for our full-funnel strategy, targeting users who visited the site but haven't purchased, keeping the brand top-of-mind during their consideration period. Using collected data, we created product-specific ads to show users targeted content based on their browsing behaviour.

We also used YouTube to capture new and existing customers by showcasing the latest collaborations and collections.

Making An Impact With YouTube Ads

Given that YouTube is the largest streaming platform in the world, we leveraged this channel to maximise reach and impact. With its extensive global audience and sophisticated targeting capabilities, YouTube provides lots of opportunities to engage a vast amount of potential customers. This allowed us to capture new and existing customers by showcasing the latest collaborations and collections.

Utilising Channel Placements, we ensured ads appeared on channels frequented by their ideal customers, boosting brand awareness and aiding in retargeting efforts. We also collaborated with their internal team to leverage user-generated and influencer content to enhance engagement and credibility.

Our work 🎨