Project Overview
This Mexican shoe company approached Thrive Internet Marketing Agency to have its email designs revamped. Thrive was also tasked to create a comprehensive digital marketing strategy to build brand awareness and drive more conversions.
Our web marketing experts worked closely with the client to overhaul the email designs to match the look and feel of its website and provide a cohesive experience from the site to the email. We took a holistic approach to marketing, implementing search engine optimization (SEO), email marketing design, paid advertising and social media marketing best practices to deliver profitable results.
Thrive’s strong online marketing campaign helped the company obtain more valuable leads and conversions, generating a 397% improvement in ad conversions year-over-year (YoY), a 144% increase in return on ad spend (ROAS) and a 279% increase in new website users YoY.
The Results
+129%
Instagram Engagement Rate
+144%
Return on Ad Spend (ROAS)
+397%
Ad Conversions Year-over-Year
+610%
Traffic From ChatGPT
The client came to Thrive needing a consistent and clear marketing strategy to achieve its goals. They wanted to be highly involved in the marketing process, knowing the “whys” and “so what” of data and insights to ensure they do not become a bottleneck.
Besides performing deeper key performance indicator (KPI) analysis and closely monitoring eCommerce and campaign-related metrics, Thrive’s skilled digital marketing team developed and implemented several critical optimization and marketing strategies that exceeded projected goals.
SEO
While the site was already ranking well for core terms and operating in a maintenance phase, Thrive continued to improve content relevance, trust signals and keyword positioning to drive stronger results from organic search.
The brand gained:
- Organic engaged sessions: +35%
- Organic engagement rate: +23%
- Organic sales: +119%
AI SEO
Thrive strengthened the brand’s visibility across emerging AI-driven search environments through targeted content creation, category expansion, backlink acquisition and trust signal improvements. This helped the client gain more presence in AI-generated answers and discovery experiences, which is increasingly important as shoppers use large language model (LLM) assistants like ChatGPT, Google AI Overviews and Microsoft Copilot to research products and evaluate brands.
The brand gained:
- Traffic from ChatGPT: +610%
- Engaged sessions from ChatGPT: +876%
- Sales from ChatGPT: from $0 to $1,756
- Ranked keywords in AI Overviews: +293% (from 40 to 157)
- Microsoft Copilot and partner citations: +749% (from 931 to 7.9K)
- Cited pages in Microsoft Copilot and partners: +93% (from 80 to 154)
These gains showed that the brand’s AI search presence was becoming a meaningful contributor to visibility and revenue. As AI-driven discovery continued to grow, the client strengthened its ability to appear in the research paths shoppers now use to compare products and evaluate brands.
Alongside record-high sales in the last two months across all channels, these results pointed to a stronger digital presence overall, with SEO and AI visibility helping drive more qualified users to the site and support continued growth.
ORGANIC SOCIAL MEDIA MARKETING
- Impressions: +1.3M
- Post Engagement Rate: +23%
- Followers: +413%
- Impressions: +3.7M
- Engagement Rate: +129%
- Page Likes: +37%
- Page Clicks: +48%
- Followers: +301%
- New Followers: +580%
- Impressions: +396%
- Website Clicks: +624%
PPC ADVERTISING
Over a 15-Month Period
- Return on Ad Spend (ROAS): +144%
- Ad Conversions: +375%
- Conversion Rate: +18%
- Cost-Per-Click (CPC): -35%
Year-Over-Year
- Ad Conversions: +397%
- Average Cost-Per-Click: -51%
- Campaign Clicks: +288%
The Execution
Thrive’s digital marketing experts audited the shoe company’s current web marketing tactic and identified key areas of opportunity across platforms.
Our strategies involved:
- Building out quality backlinks that have the highest impact in the shortest time frame
- Creating relevant content around keywords that increase traffic and brand reach online
- Optimizing Google Business Profile
- On-page optimization
- Retargeting warmer audience segments and encouraging them to convert
- Launching social media follower growth campaigns
- Organic post boosting
- Curating and maintaining consistent branding across channels
- Posting at least one FB/IG reel per week
- Setting up a supplemental feed to segment products by gender, age and material use
- Running a Performance Max campaign using an automated value-based bidding strategy
- Partnering with influencers in their niche to do giveaways
- Created content around barefoot shoe applications, style guidance and health benefits to educate shoppers
- Built high-quality backlinks to strengthen domain authority
- Expanded keyword coverage with material-specific pages
- Recommended Trustpilot improvements to strengthen brand credibility
- Increased visibility across search and AI-driven platforms
After analyzing the client’s personality, we opted for weekly 15-minute meetings. This has helped us build rapport and keep the client in the loop. We also do quarterly meetings with the strategists to highlight results from the past quarter and refresh the strategies.
