From the streets to online
Hydroponic is an emblematic skateboard company from Barcelona, that has been around since 2002. A brand focused on skate enthusiasts who are looking to have fun and that fuels good vibes, friendliness, and vitality.
Their business model had always been focused on wholesale; selling their hardgoods and streetwear through physical multibrand and own stores, and although they had an active e-shop, it had never been their main income source. Back then, their online activity was mainly keeping up with their Instagram account, which we were helping them with.
Wanting to expand their omnichannel and even more due to the health crisis of 2020 and the mobility restrictions, they were inevitably pushed to give more importance to the online channel to recover economically.
With the aim of boosting sales in e-commerce, we proposed a change of strategy at both the graphic and communication levels for the Spring/Summer and Fall/Winter 2020 collections, designed as always by our fellow ConspiracyStudio.
Starting with the creation of content through a photo shooting that would show the lifestyle that the brand represents and seeks to be a hook for their customers to feel identified. In addition, with a new art direction and disruptive graphics to go with it, we created a more accurate brand identity.
Furthermore, it was essential to do a redesign of the website and email marketing to follow the established graphic line and thus help us to turn around their image and enhance the brand values.
To close the circle, we focused on the communication actions to transmit this new positioning. Not only developed the content plan on organic social media but also designed a strategy of paid media on Facebook Ads and Google Adwords to get visitors to become customers.
Parallelly, we managed product shipping to influencers who were linked to the world of skateboarding or surfskating so they would help us gain visibility.
Thanks to these actions, we managed to quadruple the investment converted into sales and multiply by 6 the income generated in the period between January and December.