MarketingSherpa: Fredericks of Hollywood Tests PPC Campaigns & Landing Pages

Testing: full-figured models do better

Frederick's of Hollywood had the sort of brand issue that would cause a marketing director nightmares. Worse, it had three of them. Some early web efforts were fobbed off to affiliates that didn't do a good job trying to keep the negligee seller's brand on the high-end. Only a very small portion of the web audience even knew that the company existed. Finally, the highly-seasonal business had not yet integrated all of the various campaigns across different media into a comprehensive schedule.

Using several different forms of online marketing testing, the company fixed these issues, and in the process, discovered useful information about its best customers, which it used to start selling more product.