CASE STUDY
Driving Growth at Scale Through Strategic Paid Media Planning for MEC
CASE STUDY
Mountain Equipment Company (MEC) is dedicated to inspiring and enabling people to lead active, outdoor lifestyles. They offer a wide range of products including clothing, gear, and equipment for outdoor activities such as hiking, camping, skiing, and climbing. They are committed to providing high-quality products that are built to last and perform in even the most challenging environments. They believe that being active in the great outdoors is not just good for the body but also for the mind, and they strive to make it accessible to everyone.
How our paid media program helped MEC connect with customers and promote their products across different platforms.
Backcountry Camp
Successfully enhanced brand recognition and boosted sales with a multimedia strategy promoting camping gear and equipment.
Rainwear
With the spring season approaching and with rain in the forecast, MEC's Aquanator product line, aligned with creatives testing, allowed for a strong end-of-season push.
Mountain Days
Increased traffic and sales by promoting great deals to kick off the start of the summer season.
Footwear
Footwear allowed MEC to be top-of-mind for customers exploring different footwear options for trail running and hiking season.
Water Sports
Highlighted the latest summer gear for all outdoor enthusiasts and water adventurers.
Gift Guide
Featured a range of curated products tailored to outdoor enthusiasts, while amplifying brand recognition metrics.
Outerwear
Highlighted warmth, style, and durability to drive sales of new outerwear for the fall and winter seasons.
Black Friday/Cyber Monday
The promotions saw a surge in online purchase behavior, establishing ecommerce records across the industry.
Winter Warmth
Drove sales and increased awareness towards MEC’s Insulated Jackets and Hut Booties, through specialized regional targeting.
Snow Shop
Generated early-season awareness for MEC’s Snow Shop Products with the winter season approaching.
Base Layers
Highlighted key products for the winter season, with relevant audiences across channels.
Showcasing the campaigns that drove real impact on business growth through data-driven decision making.
Mountain Days
Six-week long, multi-channel campaign to drive awareness and conversions.
One of the biggest sales of the year.
Drove efficient CPMs to maximize reach.
Mountain Days 2021
Mountain Days 2022
+268%
Increase in Conversions
-22%
Decrease in CPM
Apex Collection
Brand messaging and video-oriented creatives.
Attributed to lift for Brand Search & Revenue.
Branded 2021
Branded 2022
+35%
Increase in Branded Conversion Value
+15%
Increase in Branded Search Conversions
Black Friday/Cyber Monday
Comprehensive media plan with a Pre-Black Friday launch.
Ongoing monitoring and adjustments to maximize timing with consumer demand.
Real-time campaign reporting to maximize impact.
BFCM 2021
BFCM 2022
+13%
Increase in Paid Booked Revenue
+58%
Increase in Traffic Sessions (Paid)
A data-driven method including strategic media planning, campaign launches, and continuous performance optimization.
Campaign alignment and goal setting.
Media planning and specs with channel segmentation, audience creation, ad types, budgeting, and ad proofs.
Hourly and daily campaign launch monitoring.
Performance-driven optimizations and campaign enhancements.
Post-mortems, key insights, and learnings to be applied to future campaigns.
Since partnering with MEC in 2021, Rely Digital has supported MEC with over 200 campaign launches and implemented both evergreen and performance-focused strategies, allowing MEC to achieve year-over-year business growth.
Rely Digital’s unique approach to media planning, streamlined budgets management and ability to make data-driven decisions has allowed the paid media program at MEC to scale while driving real business impact. The ability to execute on high-impact campaigns for MEC was demonstrated by the successful launches of Mountain Days, Apex, and Black Friday/Cyber Monday, resulting in record-breaking sales and sessions.
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contact@relydigital.com
(778) 238-8445
450 Southwest Marine Drive - 18th Floor
Vancouver, BC V5X 0C3
