How We Helped Crua Outdoors Strengthen Their U.S. Market Presence with Strategic Digital Marketing
Crua Outdoors, an innovative outdoor company known for its high-tech tents and sleeping bags, was ready to expand its reach into the U.S. market. While they already had a strong product offering, they needed support in refining their positioning, value proposition, and customer journey. Our team was brought on board to help them align their messaging with the market and execute a digital strategy that would drive growth in the U.S.
This project involved 5 departments within our agency, everything from creating a better UX and customer journey to building a new website and dedicated landing pages whilst running comprehensive marketing campaigns, making us a vital partner in their U.S. expansion efforts.
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The challenge
Crua Outdoors sought to enhance their positioning and grow sales in the U.S. market. Challenges included refining their messaging to better resonate with U.S. consumers and improving the customer journey through UX enhancements. They also needed to develop a digital marketing strategy that included affiliate marketing campaigns and multi-channel promotions to effectively increase brand recognition and drive sales. The goal was to align their market presence with their innovative product offerings and set a solid foundation for sustainable growth in a competitive landscape.
Our process
Our first priority was to fine-tune Crua Outdoors’ positioning and value proposition. Rather than a full rebrand, our focus was on helping them clarify their messaging—ensuring that it resonated with U.S. consumers and communicated the unique benefits of their products effectively.
We also undertook a complete UX and customer journey overhaul. This included mapping out the customer journey to better understand how potential buyers interacted with the brand, and designing a smoother, more intuitive experience on their website. As part of this process, we created dedicated landing pages around their key products, ensuring each page was optimised for conversions and aligned with the new messaging.
Step One: Positioning, Messaging, and UX Overhaul
With the website and UX improvements in place, we turned our attention to developing a robust digital marketing strategy. This included building out their sales funnel and designing targeted campaigns aimed at capturing leads and driving sales in the U.S.
One of the most impactful strategies was our affiliate marketing campaign. We successfully onboarded some of the largest affiliates in the U.S., leveraging their platforms to boost product visibility and drive significant interest in Crua Outdoors. These affiliates helped to enhance brand recognition and connect Crua’s products with a wider audience.
Step two: Developing a Digital Marketing Strategy
We executed a series of multi-channel campaigns, including social media, paid advertising, and influencer partnerships. Each campaign was designed to highlight the innovative features of Crua Outdoors’ products, such as the advanced technology that guarantees a great night’s sleep, no matter where you are.
By focusing on their key markets and tailoring the message to resonate with U.S. consumers, we were able to support steady growth and position Crua as a serious player in the outdoor space.
Step three: Running Targeted Campaigns Across Channels
In conclusion
While the expansion into the U.S. was gradual, Crua Outdoors saw an encouraging increase in sales and customer acquisition. Their improved positioning and customer journey, combined with the successful affiliate marketing campaign, set the stage for continued growth.
As Crua goes through rounds of funding, we continue to work with them in a scalable manner, ensuring their marketing efforts align with their business goals. This partnership has laid a solid foundation for future success, and we’re excited to see what’s next as they continue to expand their footprint in the U.S. market.
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