High-performance helmets and accessories brand Giro turned to Cuker to spearhead their digital marketing strategy. Giro had established their reputation in the action sports industry as a pioneer in performance and safety innovation for cycling and snow sports. However, the company had difficulty telling their brand story online. Giro turned to Cuker to grow brand awareness and online sales by organizing, unifying, and delivering their message to a global audience.

Marketing Strategy

First, Cuker updated Giro’s website messaging and design while also drastically improving the onsite user experience, through an overhaul of the site’s information architecture and a streamlined path to purchase. Next, our communication strategy for Giro turned to segmenting and broadcasting their brand story via search marketing. We immersed our team in Giro’s business and core audience to better understand the nuances of the bike helmet and performance gear industry. We then tailored our strategic plan with segmented messaging designed to engage each of Giro’s four target demographics: competitive road cyclists, mountain bikers, snowboarders, and skiers.

Building Traffic through Search Marketing

Pay-Per-Click Search Engine Marketing

Cuker took ownership of Giro’s PPC strategy and campaign management in April 2012. We quickly doubled their conversion rate while cutting their ad spend in half, and have grown their ROI by over 200%.

2x
increase in
conversion rate
200%
increase in ROI

Search Engine Optimization (SEO)

Since implementing Cuker’s SEO setup plan for Giro.com in May 2012, Giro now dominates search engines and outranks big box retailers for highly competitive terms including “bike helmets,” “road bike helmets,” and “snowboarding helmets.” In just one year, Giro has seen an 83% increase in site traffic and organic search revenue has grown by over 158%.

Display Advertising

Cuker recently launched an integrated display campaign to generate online brand exposure for Giro’s new cycling apparel line and drive sales for both Giro.com and their brick-and-mortar retailers. In just one month, Giro received over 2,000 visits from targeted consumers, 78% of whom were new visitors to the site. The display campaign also received over 1.5 million ad impressions, building significant visibility for the brand’s new apparel collection.

The Results

In just one year, Cuker has successfully grown Giro’s digital marketing ROI and helped the niche brand outrank big box retailers in a highly competitive search landscape. Search marketing has become a major revenue channel for Giro and one of the pillars of their overall brand strategy. Cuker has grown Giro’s search revenue by over 110%, with a 70% higher conversion rate and a 130% lift in unique purchases. Through SEO and PPC, Cuker has helped Giro navigate their digital strategy, grow online sales, and reach an untapped, global audience.

110%
increase in
online revenue
70%
increase in
conversion rate
130%
increase in
unique purchases