How LeMieux broke the Google cycle: a video case study with Shaun Loughlin

Challenge

LeMieux, a leading equestrian brand, had enjoyed significant growth in the three years prior to partnering with Nest without investing in marketing. The brand had saw 150% growth over three years, driven by the pandemic and the subsequent habit changes, but it recognised that this wasn’t sustainable long-term.

As a private equity-backed business, growth was mandatory for the retailer. This meant that it focused on fee-driven, BOF marketing efforts – with the focus being predominantly on Performance Max, which saw spending aggressively scaled from nothing to £100,000 in a matter of months. Unfortunately, short-term gains (in this case, almost triple-digit growth in new customer acquisition) were followed by dwindling returns.

Solution

Nest recommended a funnel-first strategy that would allow LeMieux to reach wider audiences while maintaining strong conversion rates. Overseeing both Paid Search and Paid Social enabled Nest to seamlessly share insights across channels, with audience observations and conversions on Google informing audience targeting on Meta, improving overall efficiency.

There are six factors that had the biggest impact on the company’s success: 

1. Expertise
2. Patience
3. Measurement
4. Incrementality
5. Creative
6. Experimentation

Although abandoning a Paid Search-exclusive approach can be daunting, your competitors are in the same boat. What’s more, it’s the brands that are brave and put their faith in the process that will reap the rewards. With Nest’s partnership, LeMieux achieved 212% overall growth, with plenty of road for further growth.

Want to find out more? Watch the full video case study with Shaun Loughlin, Head of Ecommerce & Technology at LeMieux. Or check out our latest report for an in-depth look at how to effectively implement a full-funnel, cross-channel digital marketing strategy.