whiter polywood chairs in circle outdoors

Case Study

Paid Search Drives Revenue In A Competitive Market

POLYWOOD® partnered with Wpromote to flex creative strategies, advanced techniques, and hard work in order to become one of the most recognized leaders in the space.

Their Story

Rethinking Outdoor Furniture

When government recycling programs began generating heaps of recycled plastic, POLYWOOD® wanted to find a way to use the surplus. They created a raw material called POLYWOOD® in the late 1980s, and it became an ideal outdoor furniture material that also benefited the earth. Combining innovation and a compelling mission, they quickly emerged as an outdoor furniture leader.

polywood chairs in a row
  • “Our partnership with Wpromote has changed the way we think as a company. It’s forced us to be digital-first in an industry that’s not. They really brought a level of expertise that helped us own our brand and own our industry online.”
    Jon Hueni
    Jon Hueni
    Director of Sales & Marketing, POLYWOOD

The Challenge

Bringing Sustainable Outdoor Furniture To Your Home

For the majority of their history, they were a B2B company, but saw the opportunity to work directly with end consumers as well. They recognized a market for those looking to upgrade their outdoor furniture while making a positive impact.

The Solution

The Strategy Behind Sustainable Growth

When Wpromote helped to launch the B2C brand, POLYWOOD® needed a strong go-to-market strategy for digital. The outdoor furniture marketplace was highly competitive, with medium-size ecommerce competitors and big-box retailers vying for the same consumers. Many lookalike brands also flooded the space.

Combining these hurdles with aggressive revenue goals, the Wpromote team knew they had their work cut out for them. They strategically developed brand-focused paid search campaigns that drove high growth while continually becoming more efficient by:

  • Focusing on audiences and purchase intent
  • Differentiating the brand through unique brand messaging and landing page experiences
  • Utilizing a wide variety of campaign types and targeting capabilities
  • Analyzing cross-media and competitor trends to optimize for growth

Taking Their Position As Leaders In The Space

When their first year was a success despite the highly competitive landscape, POLYWOOD® decided to double and triple down on their investments to be recognized as one of the leaders in the space.

  • 985% Increase In Sales In Q2 YoY
  • 51% Decrease In Cost-Per-Order Q2 YoY
  • 17% Increase In AOV YoY

Proof Is In The Numbers