Company: Logical Position, Lake Oswego, OR
Company Description: Logical Position is a leading digital marketing agency offering pay-per-click (PPC) marketing, search engine optimization, Amazon advertising, website development, graphic design, data feed management, and social media marketing. Utilizing this full suite of Internet marketing tools, we ensure that our clients are in front of the right audiences at the right time.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Marketing Disruptor of the Year
 Nomination Title: Marketing Masterclass: How LP Took WOLFpak Global
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
WOLFpak came to Logical Position (LP) in late 2020 as a brand-new company needing to gain a foothold in the fitness industry. We began approaching WOLFpak’s aggressive growth goals by manually rebuilding their Google Ads campaigns with proper segmentation to provide visibility into the account and prioritize placements on best-selling items. With maximizing cash flow being crucial for the young brand, we captured the lowest-hanging fruit and worked up the sales funnel to build awareness. By the start of January, 2023 we’d hit our stride domestically, but with bigger aspirations for their business, we began focusing on new markets. This marked a new beginning for the brand.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
While we are committed to writing out our powerful story on finding success with WOLFpak, we invite the judges to review this youtube video we compiled in collaboration with our client:
https://youtu.be/1XLcapqCMDk
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 240 words used.
Following a successful U.S. brand expansion, WOLFpak set ambitious growth targets, aiming to make its tactical gym bags a household name in the fitness industry. With increased revenue and an expanding product line, overstock began accumulating, signaling potential for new market opportunities. Recognizing this, we proposed expanding internationally, a first for WOLFpak, and conducted a market analysis to pinpoint the best regions for success.
Our analysis highlighted three critical factors for identifying high-potential markets: high search interest, low competition, and enough disposable income per capita. This led us to select seven promising markets: Germany, Australia, France, Italy, the UK, Mexico, and Canada. We launched the international strategy in February 2023, leveraging AI-powered tools such as Performance Max (PMax), broad match targeting, and value-based bidding to reach relevant audiences cost-effectively.
To increase campaign efficiency, we localized WOLFpak’s product feed by translating it into German, Spanish, French, Italian, and Portuguese, collaborating closely with Google’s international team to validate and fine-tune our approach. By continuously gathering data on campaign performance, we gradually established a stronger presence in each market. Implementing essential guardrails on AI automation allowed us to harness native algorithms effectively, reaching potential customers in their own languages and ensuring a better user experience.
Spoiler alert: it worked! Furthermore, it paved the way for long-term growth and fundamentally reshaped the brand's internal culture, with international expansion a rallying cry for the business.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
From the start, our team built a trusted partnership with WOLFpak, understanding their high-growth aspirations and designing strategies to meet them.
Market Expansion: We carefully introduced WOLFpak into select international markets, focusing on high-inventory items to boost cash flow. Using data-driven insights, we targeted countries with a high concentration of fitness and bodybuilding enthusiasts and high-intent buyers of bags and apparel. Prioritizing countries by intent and income, we strategically identified ideal markets for expansion.
Goal Setting: The initial new market goal was double-digit weekly sales, which was achieved by focusing solely on sales volume rather than ROAS until the algorithm calibrated a detailed buying profile. Once we built this base, we set a 2x ROAS target, scaling our campaigns from $1,000/month to $165,000/month in ad spend on Google alone while meeting and exceeding those targets.
Creative Strategy: To attract new audiences, we featured bold, oversized designs in Shopping Ads alongside subtler options, using varied colors and styles to maximize visual impact. This approach established WOLFpak’s presence, drawing attention in each new market.
Campaign Optimization: After reaching our phase-one goals of steady double-digit weekly sales, we expanded with native-language YouTube and display ads for prospecting and remarketing, driving sustained brand exposure. Collaborative ad creation with WOLFpak allowed us to fine-tune product focus, balancing inventory and cash flow.
Looking Ahead: Exciting 2025 developments include a title sponsorship with UFC and a licensing collaboration with Warner Bros. DC Comics, further cementing WOLFpak’s global brand presence.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 125 words used.
In the first year of expansion (2023), WOLFpak exceeded gross sales targets by 10x. With over 400 units sold monthly to foreign buyers, its international campaigns quickly assumed more than 20% of the company’s total gross revenue.
What started as a market opportunity has become a core part of the company's identity—so much so that they’ve invested in a new creative studio to produce localized content for new markets, Japan being the latest.
Since the first year of the new market expansion (2023), the international sales channel has now accounted for 35% of total revenue.
The following growth metrics were achieved from Jan-Oct 2024 year-over-year:
- 305% increase in clicks
- 123% increase in conversions
- 113% increase in conversion value
- 79% increase in ROAS
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 95 words used.
To validate this nomination, we invite the judges to read the WOLFpak case study, which is publicly available on our website: https://www.logicalposition.com/case-studies/wolfpak
Similarly, this video from our YouTube channel features the working relationship developed between WOLFpak and Logical Position: https://youtu.be/1XLcapqCMDk
Additional assets attached:
- Market Comparison - results by country
- Year to date combined international campaigns year-over-year
- German Video Ad example
The ad creatives demonstrate the variety of promotions our campaigns churned out at any given time to push and pull on levers in accordance with their inventory.
| Attachments/Videos/Links: |
|---|
|
