Helly Hansen had a +213% increase in web traffic in Q3-Q4 2020, which was 41% greater than the previous year and significantly more than other brands in the industry.
Helly Hansen increased their web traffic by +213% over Q3-Q4 2020. Traffic peaked in November 2020 at 1.9M monthly visits.
When looking at web traffic YoY, this increase from Q3-Q4 2020 was +41% greater relative to the same period in 2019. In addition, the annual peak in traffic in November 2020 was +28% greater than the peak in November 2019.
The increase in traffic for Helly Hansen was significantly greater relative to all other outdoor apparel brands during Q3-Q4 2020.
Helly Hansen’s increase in traffic during Q3-Q4 2020 can be attributed to the following three reasons:
Helly Hansen increased their posting on Facebook and Instagram, which increased social traffic. From the first half of the year to the latter half, social traffic increased on desktop (+107%) and mobile devices (+77%). In Q3-Q4 2020, social accounted for nearly 8% of all web traffic to the site.
Helly Hansen increased their average number of monthly posts on Facebook by +111% and on Instagram +28% from Q3 to Q4 2020.
This increase in their publishing cadence on Facebook and Instagram resulted in +171% and +45% increase in engagements on Facebook and Instagram respectively.
During this time period, Helly Hansen’s created a buzz on Facebook with the top three posts below. These posts generated a total of +37K likes, +4.8K shares, and +1.0K comments.
Posts featured exceptional video and photo footage of expeditions in nature.
Likes: 5K | Comments: 415 | Shares: 1.8K
Likes: 21K | Comments: 237 | Shares: 1.5K
Likes: 23K | Comments: 363 | Shares: 1.5K
Helly Hansen’s top three Instagram posts during this period featured two athletes and cross-promoted an informative blog post on how to wash and re-waterproof a shell jacket. During this period, Helly Hansen’s Instagram content predominantly focused on photos (90%).
Athlete Partnership
Likes: 6.1K | Comments: 41
Blog Posts
Likes: 5.5K | Comments: 18
Athlete Partnership
Likes: 4.6K | Views: 29K
Instagram Post by Type
Photo 89%
Video 7%
Carousel 4%
Helly Hansen increased their social ad spend and focused on Facebook link ads to promote their blog content. During this period, Helly Hansen increased their US social ad spend by +56%, which resulted in a +77% increase in paid impressions.
In the US, Helly Hansen increased their Facebook ads the most significantly, peaking in November 2020 at $347K. During this period Facebook ads made up 70% of their social ad spend.
On Facebook, Helly Hansen ran primarily link post ads (96%). These link ads promoted recent blog posts and drove users to the respective article on the website.
Their top link ads can be categorized into three groups: Trust Takes You Further blog posts, informative article and product launch.
Trust Takes You Forward
Spend: $97K | Impressions: 10.3M | CPM: $9.0
Informative
Spend: $42K | Impressions: 5.7M | CPM: $7.0
Trust Takes You Forward
Spend: $40K | Impressions: 4.3M | CPM: $9.0
Product Launch
Spend: $32K | Impressions: 3.4M | CPM: $9.0
Helly Hansen generated over 12M video views with two video campaigns on Facebook and YouTube. Additionally, Helly Hansen experienced an increase in their video views by +193% and +962% on YouTube and Facebook respectively during Q3-Q4 2020. This increase can be attributed to their “Trust Takes You Further” and “Lifa Infinity Pro” video campaigns.
Their “Trust Takes You Further” video launched in October 2020 on Facebook and YouTube and generated a total of +4.7M views.
Trust Takes You Further Video
Concept & Tactics:
Video creative is a part of their multifaceted “Trust Takes You Further” campaign. The campaign featured blog posts, Facebook link ads, and organic Instagram posts along with this video.
To promote their Life Infinity Pro product, Helly Hansen ran a 30s YouTube video campaign in September 2020 which generated +7.3M views.
Lifa Infinity Pro Video
Concept & Tactics:
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