The Brand

Founded in 1947, Frederick's of Hollywood became a long-standing market leader in lingerie and a staple in shopping malls across the USA. In 2015, Frederick’s of Hollywood filed for bankruptcy and was acquired by Authentic Brands Group. Following their bankruptcy, Frederick’s of Hollywood closed all retail locations and became an ecommerce-only brand.

Affiliate Marketing

Affiliate

Creative Strategy / UX

Creative

Display Marketing

Display

Paid Social Marketing

Paid Social

Search Engine Marketing / PPC

SEM/PPC

Search Engine Optimization

SEO

The Challenge

Following the closure of all Frederick’s of Hollywood retail locations, the business needed to pivot to strictly ecommerce sales and faced the challenge of reinventing a languishing brand. AKDM was brought in to help prove the viability of Frederick’s of Hollywood’s ecommerce business by driving ecommerce sales in a highly competitive space while maintaining a positive return on ad spend.

The Strategy

Upon taking over Frederick’s of Hollywood’s paid media budget, AKDM immediately sought to improve costs while creating a digital marketing ecosystem designed to drive sales. Media efficiency was improved by completely rebuilding and optimizing paid search and affiliate campaigns by better aligning them with the new site and promotional calendar. Simultaneously, AKDM developed a plan to fuel growth by reaching new audiences through display and paid social media. Over time, AKDM’s role has expanded to manage additional marketing channels, including SMS marketing and SEO.

The Results

Optimization and expansion efforts are constantly under way and shown constant growth. In the past 6 months, paid media efforts across all media channels helped reach new and qualified audiences compared to the previous year, growing sales and revenue as a result; site sessions increased by 37%, conversion rates improved by 38%, transactions by 90%, and revenue by 85%.

38% Conversion Increase

90% Transactions Increase

85% Revenue Increase