About
Propper International is dedicated to equipping those who commit their lives to serving others. After being contracted to create the iconic Dixie Cup hats for the Navy in 1967, Propper expanded to make authentic, deliberate, responsive, and proven apparel for military, law enforcement, and other similar personnel.
Challenge
Propper was looking to aggressively grow across its e-commerce site. They needed a trusted partner to help them update their paid media presence, help them grow their market share, and let interested buyers know they could purchase directly from them.
Solution
During Summer 2020, Propper turned to NetElixir to optimize advertising with new campaigns for this market.
We started by using in-market audiences on Google Ads and on Facebook/Instagram with prospecting campaigns based on lookalikes and interest-based targeting. In addition, NetElixir’s paid search team began restructuring shopping campaigns to promote higher-value items, expanding non-brand search presence to help grow the market share, and controlling Propper’s brand presence on Google and Microsoft to grow direct marketing without extremes in cost. This helped Propper prepare for their busy end of the year and set them up for a record-breaking holiday season.
Leveraging NetElixir’s LXRInsights analytics platform, Propper became aware of nuances in different customers based on how much they spend on Propper apparel. This grew their understanding of how customers interact with their site and gave them the ability to shift not only advertising but also the overall e-commerce approach. The NetElixir team’s cross-channel approach ultimately drove impressive growth for Propper across e-commerce.