Sports Direct

Sports Direct

To rapidly boost brand awareness and recognition in the German market, cultivating the right perception of the brand for the DE audience.

The brief

Sports Direct is the UK’s leading sports retailer by both revenue and operating profit with online sales currently representing 17 per cent of its sports retail revenue. Its multi-currency, multi-language online platform creates sales in excess of £335 million.

Operating in 19 countries in Europe, the group also has a presence in Iceland. Sports Direct intend to enhance its store portfolio internationally with its strategy to be in all key European markets by 2018.

Obans objective was to rapidly boost brand awareness and recognition in the German market, cultivating the right perception of the brand for the DE audience.

What we did

Oban created a Paid Media digital strategy for Sports Direct Germany

  • We provided localisation recommendations for tech, language and conversion for the German market
  • Conducted an audience intent analysis for UK and German markets
  • Initiated Look alike audience targeted display campaigns in order to create brand awareness and to attract new customers

Oban produced low ranking generic keyword coverage to expose Sports Direct at the early stages of the purchase journey

  • Researched and identified relevant keywords and search intent for the German market
  • Oban used remarketing lists for Search (RLSA) to improve visibility for Sports Direct during the research process
  • Ad copy development for Remarketing and Similar Audience banners
  • Display remarketing to highly engaged visitors
  • Brand advertisements with extended sitelinks focused on maximising presence on SERPs

Oban International created localised and refined ad copy to leverage Sports Direct promotions.

What we achieved

We continually increased the number of converted clicks month by month offering significant uplift to overall online sales

      • Average cost per acquisition (CPA) less than £10
      • Month on month increase of impressions and conversions
      • Increased Sports Direct brand awareness in a new market

Based on this success Sports Direct have asked Oban to begin working on their newly launched markets – Ireland and Australia.