Hat Girls – They are a Louisville-based Derby hat retailer and as such, the majority of their business is conducted in the few weeks and months before Derby. Traditionally, they have been focused on targeting buyers in the Louisville area that will be attending the derby in person but were looking to take on a more regional/nationally scaled campaign this year.
TOPS put a plan into action in order to help The Hat Girls scale from their Louisville reach, to a nationwide branding and awareness campaign. With the Hat Girls help, we designed a set of display ads that featured stunning imagery of their elaborate derby hats in order to catch the attention of a potential prospect. We also helped to develop a comprehensive search strategy that revolved around targeting users searching for derby hats but also those buying supplies for derby parties and purchasing derby tickets. We broadened their search strategy to encompass anything related to derby fashion with the thought that no derby outfit is complete without the derby hat!
The TOPS Digital Solutions team developed a targeted National Search Strategy and utilized a Programmatic strategy including Behavioral Targeting. In 2020 we successfully shifted their consumer base from 30% national business to 50%. We also increased their overall sales 25% over LY.