Fecon was already running paid search when they came to us. Major restructuring of the paid search account led to a 2/3 reduction in costs with no loss in lead quantity or quality. We did this in the first month.

Ongoing SEO resulted in a more than doubling (110% increase) of organic search traffic, as well as huge improvements in YouTube video rankings. Organic traffic improvements don’t always drive increases in leads. To ensure new traffic converted at the same rate, we focused our SEO efforts at bottom-of-funnel search terms. This led to lead quantity doubling alongside traffic. But that was just the beginning of the impact we would have for Fecon’s business.

In 2020, COVID-19 began and for a period, everybody quit buying everything. Not only did sales plummet 60% practically overnight, but supply chains were interrupted, making it challenging to source…anything really.

As PPE became harder to come by, customers started asking if Blade + Blue sold masks. We didn’t want to exploit the situation, but there was an opportunity to meet our customers’ need. In less than a month, we quickly spun up an advertising plan while Blade and Blue worked with the factory on mask production using excess material.

At the same time, advertisers began hoarding PPE and and charging exorbitant prices. Google and Facebook quickly shifted their guidelines to ban all mask ads, meaning we needed to shift quickly, too.

We tested various ideas, including influencer marketing, but none were as effective as the ads. Through creative messaging and video tactics, we were able to communicate that we had masks without violating platform rules against PPE advertising. This allowed us to more than replace lost revenue with mask sales.