L.L.Bean, an American based clothing and outdoor recreation equipment brand, increased its YoY web traffic from October 2020 to December 2020 by +20%.
L.L.Bean is an American based clothing and outdoor recreation equipment brand that was founded in 1912.
The company has grown to a global organization with annual sales of $1.6 billion. L.L. bean now offers over 140,000 items and are recognized for their functional, innovative design and high quality.
During the 2020 holiday season, L.L. Bean had a +20% increase in website traffic in the US relative to the 2019 holiday season.
L.L.Bean promoted their holiday campaign and drove web traffic through email, paid search, digital ads, holiday events and affiliate links.
L.L. Bean ran a holiday email campaign from the beginning of Nov. to the end of Dec. to drive sales.
L.L. Bean's holiday email campaign can be categorized into the following four groups: Gift Guides, Holiday Spirit, Sales and Holiday Urgency. L.L. Bean's first holiday email, "Easy Ways to Prep Your Home for the Holidays", went out on November 6th, 2020. L.L. Bean's last holiday email was sent on December 25th, 2020, to wish everyone a happy holiday.
1. Gift Guides
2. Holiday Spirit
4. Holiday Urgency
L.L. Bean shared their holiday gift guides with their audience via email. As holidays can be a stressful time for many, gift guides are a great source to help ease shoppers’ holiday gift buying anxiety.
L.L. Bean’s “holiday spirit” emails aimed to drive brand awareness and consideration while providing useful holiday content and showcasing new holiday products.
L.L. Bean utilized their holiday email campaign to promote their 15% off promo code.
L.L. Bean drove holiday urgency with helpful holiday reminders and last-minute gift ideas.
Fact: In 2020, 79% of shoppers left their gift shopping to the final two weeks before Christmas. 64% of these last-minute shoppers intended to shop in person, possibly because they worried an online gift wouldn’t arrive at its destination on time.
Over the holiday season, L.L. Bean bid on branded keywords to capture high-intent queries and on non-branded product names to capture the middle-of-funnel customers.
During the holiday season, L.L. Bean increased their paid search ad spend to capture high-intent queries. In Q4 2020, L.L. Bean spent $2.0M on search ads, which was a +319% increase from Q3 2020.
Search ads generated nearly 3M impressions in Q4 2020:
Over Q4 2020, 57% of L.L. Bean’s top search ad description copy mentioned their free shipping on orders over $50. Additionally, 21% featured a FALL10 promo in the ad headline.
L.L. Bean optimized their holiday ad campaign creative across YouTube, Facebook, Instagram and display. Their digital ad campaign focused on their holiday sales, holiday awareness, specific products and their gift guides.
L.L. Bean promoted their holiday campaign with Facebook, Instagram, YouTube and display ads. L.L. Bean invested $3.4M on holiday digital ads, which made up 50% of their total digital ad spend during Q4 2020. 47% of Q4 2020’s budget was spent in November.
L.L. Bean promoted their holiday campaign videos with 15s and 6s YouTube ads. Holiday video creative can be categorized into the following three groups:
Using footage from the other holiday videos, L.L. Bean promotes their 15% off sale with 6-second pre-roll ads.
This video series promotes L.L. Bean’s long legacy of keeping people comfortable outdoors and celebrating the holidays with L.L. Bean products.
This videos series features the hit song “Got to Be Real” which helps provoke an upbeat mood. The videos features close ups of specific products and then cut to unique scenes of people enjoying their holidays. The videos use the headline “Made for This” followed by their tagline “Be An Outsider”.
L.L. Bean holiday ads on Facebook focused on promoting their sale, holiday awareness and dynamic retargeting product ads. 79% of their Facebook spend in Q4 2020 was allocated to carousel posts.
L.L. Bean optimized the video campaign creative “Be An Outsider” for three video posts ads on Instagram.
On display, L.L. Bean drove traffic with digital ads linking to their gift guides, promoting their 15% off sale, and utilizing their holiday campaign creative. Additionally, L.L. Bean used Google Map ads to drive in-store traffic.
In 2020, L.L. Bean hosted “A Virtual Holiday Concert with Leslie Odom, Jr.” and the “Northern Lights Festival” in Freeport.
L.L. Bean hosts holiday events to increase awareness and drive brand engagement. On Facebook, L.L. Bean hosted a virtual holiday concert with Grammy Award Winner, Leslie Odom, Jr. The virtual event generated +33.1K responses in total.
Each holiday season, L.L. Bean hosts a Northern Lights festival in Freeport. The event includes a holiday light show and tunnel, festive photo ops, an interactive walk and more. In 2020, L.L. Bean promoted the event on Facebook and encouraged visitors to use the hashtag (#beanoutsider).
In Q4 2020, L.L.Bean increased referral traffic and sales with affiliate links, including sponsored mentions in their affiliates’ holiday gift guides.
During the holiday season, L.L. Bean increased referral traffic with affiliate links. From Q3 to Q4 2020, L.L. Bean increased the number of new sponsored and no-follow backlinks by +392% and +161%, respectively. As a result, referral traffic increased by +92% QoQ.