Allbirds is losing to Cariuma, Rothys and Nike for consumers who go through Menshealth.com.
Health-Conscious Men are looking for comfortable footwear for daily use, including to use for work. After searching on Google, these consumers continue to Menshealth.com’s article “The 2022 Men's Health Sneaker Awards”. In this article, Cariuma and Rothys are listed as the top options on the sustainable section while Allbirds is not listed. Consumers end up converting with Cariuma, Rothys and Nike after being redirected via affiliate links.
Our platform raised two recommendations for footwear brands to increase both brand awareness and user acquisition for this consumer segment:
1. Affiliate Partnership: Partner with (or improve existing partnership with) Menshealth.com to include your brand's shoes in the specific articles that lead to conversions to attract high intent consumers while incorporating affiliate links.
2. Display Ads: Target these consumers by using display ads on Menshealth.com at specific times and days when they are most active to increase brand awareness and disrupt them before interacting with competitors. (Monday, Saturday, Sunday between 17:00-23:00)