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E-Commerce Paid Media Strategy For Arktis

Who are Arktis?

Arktis is a specialist, technical clothing brand founded by an ex-marine. Their mission is simple – to create an alternative to British standard issue military gear. Today, Arktis manufacture all types of specialist clothing and equipment for tough military units, police forces, security personnel and outdoor enthusiasts all over the world.

What were Arktis goals?

With the brand’s sales channel being their e-commerce Shopify store, Arktis came to Bigwave seeking growth and support in the creation of strategic campaign plans to drive revenue and brand awareness. Working with Arktis to understand their niche target market and highly technical products, we devised a paid media strategy to help drive their e-commerce growth.

Shockingly Successful Sales Campaigns

Thinking outside of the box was key to our success with Arktis. In addition to strategising around the key commercial periods, we leveraged more nuanced opportunities to engage with Arktis’ target audience at various points in the year.


Movember Patch Campaign

In November 2023 we held a ‘Movember Patch Competition’ to provide users with a novel way to get involved with the brand – this led to 242 orders as a direct result of the campaign, far exceeding our targets.


Black Friday Campaign

The hugely successful 2023 Black Friday Sales Campaign was driven by coordinated implementation of Google Shopping campaigns and Meta Advantage Shopping campaigns to harness the power of remarketing. Revenue generated in the promotional period totalled £220k, with £135k being driven through combined paid media efforts.

Well Crafted Ads For The Target Audience & Robust Remarketing

Google Search

We crafted Google Search ads in order to target users at the point of high intent web searching. Optimised ads, fully constructed with use of all available ad asset classes served users with as much additional contextual information around Arktis and their products as possible to best drive CTR rates.

Google Display

Highly relevant audience targeting was implemented for our ads served on the Google Display Network, this ensured visibility and brand awareness was driven by serving the ads to users with relevant niche interests that align with the target customer sought by Arktis. With the campaign goal being centred on driving sales, awareness is still a vital element of any strategic campaign. The inclusion of display ads via Google Performance Max ensured that we were serving target users at the very top of the funnel, and those who hadn’t yet entered it. Driving brand awareness  alongside serving ads designed to convert into sales ensured a fresh stream of new potential customers were nurtured down the funnel throughout the campaign.



Meta ads were implemented across Facebook and Instagram channel placements, to drive users to the Arktis store for the various sales. Precise demographic and interest based targeting was implemented to ensure the ads were only served to the niche target audience of males interested in the specialist technical clothing to keep costs low and conversion rates high. We also implemented remarketing strategies, setting up separate ad groups whereby users who had previously interacted with the brand or added an item to cart but not converted were more aggressively targeted.


Revenue Of Over £1 Million Achieved

Since teaming up with Arktis in July 2023, we’ve seen remarkable growth. Their sales started at £482k for the year, but with our four tailored sales campaigns, we boosted that figure to £682k in the latter half of 2023. Our strategy not only works but also shows the power of teamwork in achieving tangible results

  • 2023 revenue: £1,065,000 vs 2022 £796,000
  • 43% of revenue achieved via Meta and Google
  • 7.90 ROAS achieved

Client Testimonial

When looking for a Marketing Agency to fulfil our brief Bigwave Marketing proved to be the company that hit the mark on every level. The process with Bigwave has been exceptionally smooth and professional. Their knowledgeable and talented team have successfully taken on our brand and product design, social media development and campaign delivery seamlessly and produced instant positive results in terms of sales. We have a dedicated account manager and constant access to specialists in Facebook. High standard delivery with first class communication – thoroughly recommend.

Jag has done a great job supporting to optimise our ads across Facebook and Google to improve ROAS. The performance of our paid media channels is a big part of our strategy Jag’s hard work and support helped us exceed our £1M sales targets last year. – Dael Munn, Arktis

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