Our goal was to offer personalized recommendations to the Lids brand, improving upon their digital marketing strategy.

Competitor Analysis

Key Challenges

  • Category is saturated with competition, many of them offering the same products.

  • Retailers are selling the same brands as one another and covering the same leagues, which may lead to pricing wars

  • Some competitors are far larger (ex. Dick’s); they have more brand recognition and more varied offerings.

  • Lids is primarily known for selling hats despite offering other types of apparel

Digital Media Audit

Owned, Paid, Earned

Owned Media

Sample Email Campaign (Hubspot)

Results:

  • Avg. open-rate: 60.82%

  • Avg. click-rate: 3.17%

  • Clicks concentrated at the top emails

  • High CTR on text embedded links and large action buttons

    • Pictures did not drive clicks

  • Emails that did not include branding in the subject line had higher open rates

Recommendations:

  • Place more popular items near the beginning of the email to quickly drive readers to site

  • Embed links to relevant products into text

  • Utilize buttons in emails to drive specific actions

  • Make subject line about content, not brand

Paid Media

Keyword Research (Semrush)

Return on Investment: 294.28%

Total cost: $542.76/day

Proj. Revenue: $1,597.24/day

Recommendations:

Keywords indicative of purchase intent, action oriented

  • Niche, less competitive search terms with high conversion

  • Leverage loyal sports fandoms for possible repeat purchase

  • Early bids on trending terms

Earned Media

Social Listening (Brandwatch)

Recommendations:

  • Improve online customer support/engagement

  • Address negative reviews, emphasize positive ones

  • Highest presence score and share of voice, need to improve the balance between positive and negative mentions

AR Campaign

Posters will be placed in a 5 mile radius of MLB stadiums to encourage fans to engage and buy a team hat through this AR experience. It will focus on unifying fandom of sports with “you can go anywhere in the world and find someone in a Yankees cap”