Gap identified
Young women who want to start working out search Google for "best workout underwear". These consumers continue to the article "The 12 Best Pairs of Underwear for Working Out of 2022" on VeryWellFit.com (7.7M monthly visits) to gather more information and read reviews. This article presents affiliate links to lululemon, Adidas, Under Armour, and Patagonia. It's worth mentioning that the article is showcasing lululemon's underwear as "best overall" - leading nearly 80% of the consumers who ended their journey with a purchase to buy on lululemon's website.
Our recommendations
Our platform raised FOUR recommendations for sportswear brands to increase both brand awareness and user acquisition for this consumer segment:
1. Affiliate Partnership: Partner with VeryWellFit to include your products in the specific articles that lead to conversions to attract high intent consumers while incorporating affiliate links.
2. Display Ads - Adding display ads on VeryWellFit's website will help raise awareness amongst consumers and drive more traffic to your website. You can increase your bid multipliers on the days and hours these consumers tend to be most active.
3. Behavioral Targeting via Google Audience - Creating a custom audience of consumers that are starting to work out, using the unique keywords and domains we identified from their online activity to disrupt competitors and to increase brand awareness and user acquisition.
Can you guess what the fourth recommendation was?