E-commerce growth through full-funnel approach with AGU
E-commerce growth through full-funnel approach with AGU
What?
AGU, a quintessentially Dutch cycling apparel brand, faced the challenge of growing internationally. With our full-funnel marketing strategy, we developed a scalable approach that resulted in strong growth in multiple countries. By integrating various digital channels and cleverly responding to external factors such as seasons and weather, we achieved an effective mix of branding and performance.
How?
By implementing a Hero-Hub-Hygiene strategy, we created a scalable approach for international markets. We integrated Search, Shopping, Display, and Social Advertising for maximum visibility and conversions. Using a weather API and smart technology, we optimized campaigns in real-time. A data warehouse in BigQuery provides daily performance insights per country.
AGU: international e-commerce growth through a full-funnel approach
Smarter campaigns, greater impact
AGU and Follo (formerly Increase) have been working together for years on digital growth. From branding to performance: we employ all disciplines to achieve maximum reach and results. With an integrated approach, we combine Search, Shopping, Display, and Social Advertising to increase visibility and stimulate conversions. SEO strengthens this strategy with relevant content throughout the funnel. The result? Three Dutch Search Awards in 2023 – including Best Full Funnel and Best International Campaign.
Target group-oriented approach
Encouraging every cyclist to ride more
AGU has three key target groups: the performance cyclist, the adventurous cyclist, and the urban cyclist. For each segment, we developed a targeted strategy with specific seasonal campaigns. The branding layer focuses on thematic campaigns around peak moments, while the performance layer ensures direct conversions.
- Performance cyclist (road bike, gravel bike)
- Adventurous cyclist (MTB, gravel bike & bikepacker)
- Urban cyclist (commuter, city bike, e-bike & speed pedelec)
2 key focus points
Faster switching with smart technology
We use technology to respond to market changes in real-time:
- Product trends: quick boosts for products that go viral, like the popular bike bags of Wout van Aert.
- Weather conditions: campaigns are automatically activated or paused via a weather API, perfect for rain gear, for example. In DV360, we push extra on domains like weather-online.nl during bad weather.
Digital PR
SEO: content with commercial impact
SEO is also aligned with the Hero – Hub – Hygiene approach. From blogs and stories for brand experience to optimized category pages for conversion:
- Hero: storytelling on thematic search terms
- Hub: guides for exploratory search queries
- Hygiene: transaction-oriented content on product pages
Additionally, we strengthen the domain through Digital PR and targeted link building. Result: strong backlinks on platforms like Wielerflits, Touretappe, and FHM.
