High-end sports equipment company has difficulty gaining new customers, website content creation strategy and paid media work together to generate 453 new customers at a 352% ROI
The Challenge
A high-end sports equipment company, whose brand name had become synonymous with its flagship product, struggled to expand its customer base. While loyal athletes and professionals embraced the product, casual fitness enthusiasts found it intimidating and were uncertain of its value or how to use it effectively. This limited the brand’s ability to grow beyond its core audience.
The Insight
The barrier was not brand recognition but accessibility. Potential customers needed education and guidance before they would consider purchase. By reframing the brand from a product-first message to a value-and-education-first narrative, the company could attract new customers, build confidence, and grow long-term market share.
The Strategy
I built a content-led acquisition strategy designed to lower intimidation and create a path for new customers to engage with the product. The approach combined:
Educational content to demystify the product and show how it fits into everyday fitness routines.
Targeted media to distribute that content to likely customers beyond the brand’s existing base.
Holistic measurement to better understand the role of each channel in driving customer growth.
The Execution
Content Development: Launched instructional workout video content and built highly informative landing pages tailored to unbranded search queries.
Media Activation: Promoted the new content through Search, Pinterest, and Native Advertising, reaching aspirational but non-professional fitness audiences.
Attribution: Routed all campaigns through DCM to de-dupe conversions across channels, shifting from last-click ROI to a multi-touch attribution model to capture the true customer journey.
The Results
The test period proved the strategy’s ability to unlock new audiences:
453 new customers acquired
127 incremental customers identified through unbranded search and display-to-brand conversion paths
Clear evidence that unbranded search and content-driven media played a pivotal role in expanding the customer base
The Takeaway
This case shows how content can be a growth engine for premium brands. By reducing barriers to entry and shifting measurement to a multi-touch view, I helped a high-end sports equipment brand move beyond its core audience, proving that accessibility and education are critical levers for scaling luxury or specialized products.