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 - Industry
Nomination Sub Category: Marketing Campaign of the Year - Retail
 Nomination Title: Kicking It Up a Notch: See Kai Run’s Leap to DTC Success
- 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.
We are committed to writing out the answers to this submission, but also invite the judges to review this video in their consideration process, along with this case study.
- 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:
We started working with See Kai Run on January 28, 2021, with the goal of establishing reliable PPC campaign results and transparent reporting. It took two years of proven success to build trust, not just with the management team at See Kai Run but also with their private equity investor group, which ultimately makes the final decision.
Fast-forward two years, and by January 2023, we’d begun shifting from inventory clearance sales to ad placements featuring and growing their core lineup.
- 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 216 words used.
See Kai Run manufactures children’s footwear to support podiatry development and is specifically designed for the contours of pre-adolescent feet. Their products are distributed to some of the biggest retailers nationwide, including Target and Nordstrom. However, their direct-to-consumer (DTC) channel was lagging behind their brand power, so they reached out to Logical Position to propel their new customer acquisition strategy forward.
Our onboarding audit identified an attribution gap hindering the visibility of the full customer buying journey. This prevented See Kai Run from making data-driven campaign adjustments to bids and audience targeting. At that time, they only ran basic search ads for clearance and overstock items as an inventory management measure to free up cash flow. This left ample opportunity for Logical Position to create growth for our client.
To meet immediate client goals, we focused on capturing low-funnel acquisition from their high-profile retail placements, which generated substantial search volume for the brand. Since our client had been considering DTC as a low-priority afterthought, this required some maturing to help them understand the potential impact of a more robust online presence. However, with a 12x return-on-ad-spend (ROAS), they eventually understood the opportunity at stake and allocated an increase in ad spend so we could scale the account.
- 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 232 words used.
With branded search volume underfoot, it was time to target new buyers and introduce them to the company’s superior product line. To do that intentionally, we segmented their campaigns by product type and category to isolate top performers from laggers and allocated budget appropriately across their catalog. This led to more aggressive bids on top-selling items that generated additional sales revenue and more site traffic, to boot. This allowed our campaigns to target parents shopping for first-walkers and toddler sneakers that could help their kids develop, showcasing the brand's value proposition instead of their out-of-season products that held high inventory levels.
The shift to non-branded search terms opened up tremendous opportunities for our client, demonstrating the campaign potential on Google Shopping. With a shift away from inventory clearance, we prioritized the brand's core lineup and launched supporting paid social ads to drive brand awareness and top-of-funnel traffic.
With ads designed to reach high-intent buyers, we leveraged the full re-marketing funnel on paid social to bring users back to the site and introduce email subscribers to our mid-funnel remarketing campaigns. With a direct impact on their branded search terms on Google and Microsoft, we incrementally increased the budget. Eventually, we reached the threshold to launch Advantage Plus campaign automations that could scale the account, establishing Meta Advertising as an integral part of their full-funnel growth strategy.
- 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 243 words used.
Teamwork makes the dream work. To tighten the laces, we relied on our preferred partner network to maximize sitewide opportunities. Partnerships we leveraged include:
BigCommerce provided backend support to streamline the user experience of our client’s online storefront. A broader offering allowed for proper merchandising of the data feed, which occupied all available digital shelf space.
Gorgias centralized customer support across channels and automated FAQ workflows to keep buyers on-site and engaged. This improved cart abandonment and conversion rates while retaining site visitors and bolstering average order value.
Loyalty Lion secured post-purchase engagement with accrual points and product rebates to ensure parents (and kids) were satisfied with the product, keeping See Kai Run top-of-mind for their next pair of shoes.
- Revenue: +83.2%
- ROAS: 12.41x
- Impressions: +275%
- Clicks: +96%
- Conversion Rate: +10.4%
Through trust in the process, we’ve been able to achieve monumental success for See Kai Run and fully integrate their DTC eCommerce strategy into the backbone of their business. This has made a dramatic difference in the direction their board of directors are choosing to take the company, enabling See Kai Run to continue expanding its product line with a new and improved production facility to manufacture their shoes. Through a series of integrations and marketing solutions, our team has been able to keep the sole of See Kai Run intact for another generation of rambunctious toddlers and eager first-walkers
- 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 58 words used.
To validate our nomination, we invite the judges to read the case study our company put together with See Kai Run, which is publicly available on our website: https://www.logicalposition.com/case-studies/see-kai-run
Looker Studio to visualize the data and conceptualize the sitewide metrics and campaign-specific KPIs.
Additionally, we included ad examples to help the judges visualize the campaigns.
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