Pure Fishing is a global giant in the angling industry. The company operates in 19 countries and manages nine different brands, all related to fishing. Their portfolio ranges from rods, reels and lures to sleeping bags and bedchairs for use at the water’s edge. There was a growing need for improved, up-to-date insights into the market shares of the various brands across different countries without having to conduct costly market research multiple times per year. This would allow the marketing budget to be allocated more efficiently.
Pure fishing
SEA, SEO, Market Research
Focus on growth in marketshare
The objective for Pure Fishing is to increase the market share of its various brands across different countries. To grow market share, brand awareness is essential — it forms the first step of the marketing funnel. For this reason, Fightclub activated extensive brand awareness campaigns for Pure Fishing’s international brands on Instagram, Facebook, YouTube and the Google Display Network.
However, there was no up-to-date insight into market share, as conducting market research for nine brands in nineteen countries is extremely expensive. Doing this once a year would already be costly, let alone multiple times per year. Still, there was a strong need for these insights, since they would enable better decision-making regarding which brands and markets should receive marketing budget for maximum impact.
Strategy
During the search and brainstorming process for alternatives to costly market research, Fightclub developed the idea of using “share of search” as an indicator of market share. This idea was based on the insight that the volume of searches for a brand name (combined with a product or product category) relative to direct competitors correlates with that brand’s level of awareness, and therefore also indirectly with its market share.
