Danielle Yates and her husband, Keith Yates, had a dream. Together, they were the husband-and-wife leadership team of an ambitious company called Headcovers.
Danielle’s mother Carol had built the business on a very personal foundation: she didn’t want to wear ugly headscarves as she was undergoing chemotherapy. After Carol passed away, Danielle took up the company’s mantle and her mother’s dream: to carry on the Headcovers mission and share with the world Carol’s compassion and her gift for tasteful headwear, wigs, and scarves. Lost in how to pursue this vision, Danielle and Keith made a routine visit to Los Angeles to find new textiles and happened upon the partner they’d always needed: Wpromote.
Living and working outside of Houston, TX, Danielle and Keith managed every aspect of the business on their own, from sourcing to sales.
Worried they were losing market share and unable to dedicate time to a much-needed digital marketing campaign, they turned to the experts. Wpromote immediately stepped in to turn a laser focus on the digital efforts that would make Headcovers a success: Google Shopping. An entirely new campaign structure was implemented, and the difficult-to-manage product feed was optimized. These changes allowed the shopping campaign to be successfully scaled up for explosive growth, launching Headcovers from a small regional customer base to a nationally recognized brand.
Shopping grew over 480% in revenue in just under a two-year span
Headcovers saw their sales increase by over 500% in shopping alone
Over 50% of Headcovers’ digital revenue is now generated by Google Shopping alone
Headcovers was launched from small regional company to national competitor
With Google Shopping now the primary driver of all of Headcovers’ digital growth, the brand started to thrive.
They began to rank nationally for their primary keywords and overtake competitors in the space. Their new, well-organized shopping campaign let customers easily find them, and a simultaneous content campaign made their site a destination and much-needed resource for cancer survivors all over the country. Danielle and Keith finally realized their dream: making life easier each day for cancer survivors from all walks of life. With Wpromote’s help and partnership, they can focus on their passion of bringing comfort to those who need it most.