Partnership
As others paused advertising, PEARL iZUMi accelerated with IMM’s bold digital strategy to capture new riders—sparking 241% growth in incremental revenue.
Case Study
PEARL iZUMi
Turning headwinds into tailwinds
When others paused, PEARL iZUMi pushed—and won
Work
As others paused advertising, PEARL iZUMi accelerated with IMM’s bold digital strategy to capture new riders—sparking 241% growth in incremental revenue.
With cycling booming and ad costs dropping, IMM saw a rare window to grow market share and capture first-time buyers at scale.
IMM ramped up media spend, activating beginner-focused creative and leveraging analytics to optimize for incremental revenue across all channels.
Outcomes
IMM tapped 1st-party data and analytics to identify new cyclist buying patterns, rotating relevant product ads to boost performance.
The strategy worked: 95% of 2020 revenue came from new customers, and a 50% media spend boost led to +241% lift in incremental revenue.
95%
annual new customer revenue
50%increase in media spend
241%lift in incremental revenue
Define
While others pulled back, IMM leaned in—scaling non-branded search, testing audience models, and shifting media budgets to match buyer behavior.
Design
New cyclist insights shaped every ad. Focused on gear essentials like shoes and shorts, creative drove high intent clicks, while dynamic retargeting moved users toward purchase. Messaging stayed high-impact and beginner-friendly.
Deploy
IMM launched full-funnel media focused on acquisition and awareness. We boosted budgets in key promo periods, activating always-on CTV, video, and media to keep PEARL iZUMi top of mind and boost visibility during customer intent surges.
With proprietary performance analytics and insights, we optimized for incremental revenue—ensuring every dollar spent drove measurable growth.
