Socium Media Shortlisted for 3x US Search Awards 
Founded on the belief that everyone experiences the outdoors differently, Topo Designs is a national outdoor gear brand that prioritizes durability, versatility, and sustainability.
As summer approached and adventure seekers began looking for new outdoor gear, Topo Designs wanted to launch a paid media campaign during Memorial Day weekend to boost orders and revenue.
92% Increase in Orders
60% Increase in Revenue
At Topo Designs, we pride ourselves on creating durable, versatile, and sustainable outdoor gear. However, navigating the highly competitive landscape of Memorial Day Weekend sales presents unique challenges. With so many brands vying for consumer attention, ad fatigue and increased ad costs are significant hurdles.
Thus, these outstanding results are a testament to the Socium team’s dedication, creativity, and strategic insight. Their efforts not only helped us stand out in a crowded market but also significantly helped drive our growth! We couldn’t be more thrilled with the outcome and look forward to many more successful campaigns together.
Steven Cohen
Director of Growth | Topo Designs
Challenges Identified
Our Strategic Approach
Pre-Campaign Preparation
- We conducted in-depth research to understand Topo Designs’ target audience, focusing on outdoor enthusiasts, eco-conscious consumers, and urban explorers. This included analyzing preferences, behaviors, and demographics.
- Using this research, we created detailed audience segments based on interests, online behaviors, and past purchasing patterns to reach the most engaged audiences.
Meta Campaigns
- To re-engage past visitors and purchasers, we created targeted remarketing lists, focusing on users who abandoned carts or browsed specific categories. With these lists, we launched dynamic product ads on Meta, showcasing the exact products viewed or added to carts.
- Alongside dynamic product ads, we developed high-impact, visually engaging static ads emphasizing Topo Designs’ product durability, versatility, and eco-friendly features.
Google Search Campaigns
- We tested various combinations of responsive search ads with sale-specific headlines and descriptions promoting Memorial Day discounts and offers.
- Daily performance reviews allowed us to maintain momentum and drive sales through strategic budget allocation and campaign optimization.
- To capture last-minute shoppers, we added headline, sitelink, and promotion extensions highlighting special offers and kit promotions.
Google Shopping Campaigns
- We updated our shipping information to offer “Free Shipping” during the sale, prominently displaying this perk across all products in the shopping carousel.
- A week before the sale, we enrolled in the Google Merchant Center Loyalty program, which incentivized shoppers by highlighting the loyalty program tiers directly on Topo’s website.
- For maximum exposure and channel cohesion, we deployed new creatives across all shopping campaigns, ensuring consistent messaging and unified promotional efforts.
Combined Paid Media Results:
92% Increase in Orders
60% Increase in Revenue
Meta Campaigns:
116% Increase in Orders
84% Increase in Revenue
Google Search Campaigns:
66% Increase in Orders
46% Increase in Revenue
Google Shopping Campaigns:
94% Increase in Orders
50% Increase in Revenue
Account Managers
Sr Strategist Paid Search
Manager Paid Social
Strategist Shopping & Feeds
Future Plans
To continue improving Topo Designs’ overall sales, brand exposure, and campaign efficiency, we plan to incorporate these insights into future holiday campaigns, including Labor Day and Black Friday/Cyber Monday. Additionally, we will refresh our evergreen ads to maximize their effectiveness and test new segments for remarketing and dynamic product ads. This approach will help continuously optimize our efforts, drive better results, and ensure consistent growth.
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