Results

Online Sports Retailer

Situation

• A leading manufacturer of autographed sports memorabilia in the country, this client’s business model was primarily selling in bulk to sporting goods retailers (B2B).
• Unreal was engaged to launch and grow a consumer business (B2C) via online channels at a COM of 50%.

Approach

• We initially launched a paid search campaign on Google and Yahoo!
• In 2Q ‘06, we transitioned to more diverse marketing mix by layering in additional secondary search engines (e.g.; ASK, MIVA), Paid Inclusion, and shopping portals (e.g.; Shopping.com, Shopzilla, Yahoo! Shopping).
• In 3Q ’06, we launched a new campaign to drive traffic directly to their consumer auction site.

Campaign Results

• Since the campaign launched in Jan ’05, we have grown revenue well above client expectations at an aggregate COM of 29.7% - versus the campaign objective of 50.0%.
• To date in 2006, we have generated 270% more revenue compared to 2005 at 47.5% lower COM.