harvest digital

Fashion retailer sweatyBetty has appointed online marketing agency Harvest Digital to manage search engine marketing for the sportswear retailer.  Specialising in performance clothing for the gym, sweatyBetty is working closely with Harvest Digital to drive targeted traffic to its website, www.sweatyBetty.com in order to increase sales.  The agency will manage keyword creation, optimization and bidding strategies on search engines including Google and Yahoo!.

The activity is focusing on specialist areas such as yoga wear, beachwear, and special edition lines including Stella McCartney for adidas and Australian swimwear brand, Seafolly.  Search terms will be deep-linked into specific pages on the site displaying products related to those keywords.  Harvest will use techniques including day-parting and ad scheduling for sweatyBetty in order to maximize the return on investment. 

Commenting on the appointment, Nicola Huet, Head of Direct Sales at sweatyBetty says, ‘Initially we tested search marketing in-house then decided to bring in an agency to expand the programme. We selected Harvest Digital to manage our search marketing because of their experience in the retail sector and their creative approach to search marketing.  They advised us on activity that would appeal to busy women and ensure all the latest clothing lines and offers are given broad online exposure.’

Emma Wilson, Media Director at Harvest Digital adds, ‘The engineering of the various fabrics and design used in sweatyBetty’s ranges clothes really illustrates their commitment to first class usability and design and they sell innovative products such as MBTs, hailed as a means of curing chronic back problems. Their audience ranges right from keep fit fans to young girls with a sporty outlook to pregnant women.  Typically, these consumers have busy lives and like to keep up with the latest trends, so targeting them on search engines will deliver highly targeted traffic to the site.’