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Case Study

Dakine’s Campaign Strategy Revamp

DAKINE

Dakine Sportswear, renowned in the surf and snow sportswear industry, is known for high-performance gear and apparel tailored to active lifestyles.

Industry: Sportswear / Outdoor Retail

Location: Global

Project Scope: Pay-Per-Click (PPC) campaign overhaul, ad creative, campaign restructuring

Solution Provided: A complete PPC transformation that began with a rigorous review of Dakine’s digital marketing strategies and recent website revamp. Rather than making minor tweaks, Deksia completely rebuilt the campaigns—creating engaging search text ads, implementing a broad-focused search strategy, and crafting meticulous ad copy designed to boost brand recognition, increase impressions, reduce costs, and improve conversions. Campaigns were streamlined to enhance manageability and efficiency.

The Challenge

Despite a solid seasonal sales base, Dakine experienced stagnation between 2014 and 2015. Their digital ad campaigns were underperforming—characterized by high cost-per-click and low conversion rates. Without a clear way to grow brand visibility or online sales efficiently, they risked falling behind competitors with more strategic digital execution.

The Solution

  • Audit & Rebuild: Conducted a comprehensive review of digital marketing efforts and the newly updated website, identifying opportunities for full-scale optimization.
  • Creative Ad Strategy: Developed engaging search text ads to help consumers easily identify and connect with Dakine’s products.
  • Broad-Focused Search: Shifted from narrow targeting to a broad-focused search campaign supported by meticulously crafted ad copy to enhance brand awareness and drive more impressions.
  • Smarter Structure: Reduced the total number of campaigns to simplify management and focus on the most effective strategies.

The Results

Dakine’s revamped PPC strategy produced substantial performance gains:

  • 2016 Q1 Return on Ad Spend (ROAS): 12 to 1

  • Click-through rate improved by +162.5% (2015 vs. 2016)

  • Cost-per-click decreased by -50.7% (2015 vs. 2016)

These results surpassed initial goals and demonstrated that even brands facing sales plateaus can achieve significant growth through targeted structural and creative changes.

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