Wiggle are a well-known e-commerce retail supplier to the active consumer. Known as a cycling specialist, they have branched out into all aspects of fitness and outdoor leisure pursuits, including running and swimming.
Wiggle approached us for assistance in targeting the Chinese consumer with paid online advertising. With high visibility and success in the West, especially the UK, the company was wanting to be an early market player in China and undertake initial market access activity.
Baidu Pay-Per-Click was the chosen method of promotion. Extensive keyword analysis was undertaken focusing on the different requirements of the lesser-developed China cycling market when compared with the mature advertising methods undertaken in the West. Extensive work on keyword mapping and translation was undertaken coupled with an in-depth analysis into providing highly relevant targeted keyphrases which also had relevance to the Chinese market.
Through in-depth ad performance and click through reporting, thousands of ads and ad group categories were trialled, successfully revealing core terms with high relevance and conversion potential to take the Chinese marketing forward to the next level.