Digital Marketing

Pioneering beauty brand Iconic London drives sales in key markets worldwide with Global-e’s advanced international digital marketing service

“We are delighted with the success of the international marketing activity that Global-e is running for our brand. We’ve seen impressive growth in traffic and order numbers and the return we have seen from our investment has surpassed all of our expectations.”

Colin Hall,

E-commerce Manager

Iconic London was able to raise brand awareness and drive sales in a cost-effective manner, maximising ROI:

532% average return on total advertising spend (ROAS) across six target markets, within the first eight months of launching the campaign
Advertisements generated 49% of the brand’s revenues across the targeted markets, within the first eight months
53% of all Iconic sales in Australia attributed to the advertising campaign

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The Challenge

Since launching in 2015, the popular cosmetics brand ICONIC London has been selling internationally online. In 2017, the brand partnered with Global-e, the world’s leading platform for direct-to-consumer global e-commerce, to better cater to its international customers and to drive international online sales. After integrating with Global-e’s platform, the brand saw a high increase in international order numbers and conversion rates, through providing shoppers in 200+ destinations worldwide with a seamless localised shopping experience.

With its website optimised for international shoppers, Iconic London’s next challenge was to build international brand awareness and increase traffic, which had remained constant since its launch. The brand’s goal was to replicate the success of its domestic marketing campaigns across its key international markets and further grow its international D2C online business.

Aware of the complexity of successfully localising their digital marketing campaigns and running them internationally, Iconic was looking for a trusted partner with an experienced team that could plan, set up and manage their international digital marketing activity. The brand sought digital marketing experts with in-depth knowledge of global markets, who could help them identify markets with strong growth potential, plan a campaign, localise their advertisements per market and optimise the campaign in order to get the best return on their investment.

The Solution

Iconic chose Global-e’s digital marketing services for their international online marketing campaign to increase traffic from key international markets and enhance international brand awareness. With a dedicated team of international digital marketing experts who have advanced knowledge and market insights, Global-e were able to offer Iconic an end-to-end service that is tailored to the brand’s business strategy and needs.

Global-e’s localised digital marketing services combine leveraged big-data insights for advanced consumer behaviour patterns and digital market trend insights across each market, together with cutting-edge AI technology provided by AdScale which enables smart bidding strategies and highly competitive media prices. This allows Global-e to maximise results and dramatically increase return on advertising spend (ROAS) for the merchant.

Having already worked together for several years, Global-e offered the advantage of having a deep understanding of Iconic’s business including their international potential, pain points and business requirements. This, together with the strong relationship between both companies, enabled Global-e to put together a highly effective strategy very efficiently.
Iconic London now benefits from Global-e’s comprehensive customer acquisition solution which runs campaigns across Facebook, Instagram, Google Search and Google Shopping, based on advanced data analysis and AI tools. This includes:

Strategy, planning and set-up
– Customised digital media strategy and planning across markets and channels
– Smart and targeted segment building based on analysis of the merchant’s sales data
– Proposition optimisation
– Creative localisation and translation
Execution and Reporting
– Campaign set up and execution using AdScale’s advanced AI technology
– Smart cross-channel optimisation
– Unified reporting via an on-demand dashboard
– Daily monitoring and campaign optimisation
Ongoing growth
– Identification and leverage of new opportunities – new markets, new audiences
– Ongoing updates and calls

“Global-e’s digital marketing service, based on their databased approach and localisation capabilities, has enabled us to build an effective international plan and make the most out of the budget we allocated for this.”

Colin Hall,

E-commerce Manager

The Results

Following the recommendations of Global-e’s digital marketing team, Iconic London decided to launch their international marketing activity in their English-speaking key international markets: Australia, Ireland, Canada and New Zealand.

Following the success of the campaigns in these markets and the impressive ROAS, Iconic made the decision to increase their international marketing budget and to extend their campaign into additional non-English speaking markets. Global-e identified France and Israel as markets with large growth potential and began to run campaigns for Iconic in these countries.

By launching a localised digital marketing campaign in these markets, Iconic London was able to raise brand awareness and drive sales in a cost-effective manner that enabled them to maximise the return on their investment.

Within the first eight months of launching their international digital marketing campaign with Global-e, Iconic London saw a 532% average return on total advertising spend (ROAS) across their six target markets.

Iconic London has seen large numbers of orders from the traffic driven by their international digital marketing campaign. Within the first eight months of the campaign launching, the advertisements generated 49% of the brand’s revenues across the targeted markets, with 53% of all Iconic’s sales in Australia attributed to the campaign.