Ellesse: the story of a comeback through digital marketing

Titans of 80s sport’s fashion returns to center court through platforms like Asos and Instagram

With a revenue increase of 45% only a handful of other sport brands could come close to matching Ellesse’s growth in 2016. Quite the comeback for a brand that was washed up and nearly relegated to history. The heydays of the 70s and 80 were followed by the doldrums of the 80s, 90s, 00s and 2010s. In fact, the brand has really only made a comeback in the past two years. It’s catalyst? Digital marketing. OMR pieced together just how the brand set about and reconstructed their successful quest for a second act.

For many in the online industry, the events of July 7, 1985 have no meaning whatsoever. And yet, as an unknown 17-year-old ginger-haired German by the name of Boris Becker clinched an improbable first Wimbledon title, a brand ascended to the top: The images of Becker’s triumph made headlines around the world—and with it images of a white Ellesse polo shirt.

 

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This is the German company behind the nightmarish phone cases on Amazon

Proof of Amazon’s increasing relevance as an SEO platform

Eczema-ridden hands, old men in diapers or a good old-fashioned butt plug are just three of some 30K motifs that “my-handy-design” was hawking to users. Up until a few days ago, the uncouth motifs were available on Amazon, and also caused quite the stir in the international press. OMR found out who’s behind the coup and also explains just how the “my-handy-design” phenomenon is indicative of the current state of Online Marketing.

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Marketing with Amazon Alexa: A first look at reach figures

Will “Skills” soon be paying the bills?

Amazon Echo has officially been available in Germany since mid-February—and with it, Alexa, Amazon’s voice assistant. The device opens up a new realm of marketing opportunities for companies through voice-automated apps called “Skills,” which anyone can develop and distribute on the mother platform. We spoke to several first movers to learn more about the current opportunities and challenges facing players on the fledgling platform, and to get a feel for the current reach figures popular skills can expect to achieve.
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Hope after all: How a Yemeni immigrant built a massive community with science videos

A German graduate from Yemen is a Facebook superstar

Hashem Al-Ghaili bei seiner Abschlussrede an der Jacobs Universität in Bremen (Quelle)

Hashem Al-Ghaili holding his keynote address on graduation day at Jacobs University in Bremen (source).

Actually, Hashem Al-Ghaili was supposed to be farmer. Today, though, the 26-year-old Yemeni holds two degrees and informs his six million plus Facebook followers on the latest scientific developments and technological advancements with science videos. In less than a year, his videos have generated more than 2 billion impressions. Al-Ghaili told OMR the details of his story, shared some secrets to his success and what’s essential for science videos to be successful.
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Is there an adtech giant on the rise in Poland?

Far from the usual European tech hubs lies Codewise—

Europe’s fastest-growing adtech startup

Das Codewise-Team (Quelle: Codewise.com)

Happy faces at Codewise (source: Codewise.com)

Revenue growth north of 13,000 percent (no, that’s not a typo) from 2011 to 2015 and a purported “annual run rate” of USD 50 million: figures that would impress no matter the market—but even more so when you find out that online startup Codewise isn’t based in Silicon Valley, but Krakow, Poland. Is there a hidden champion in central Europe poised to explode? We took a look to find out if the hype is real or just a bunch of smoke.
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Is this guy really responsible for the Trump presidency?

Exclusive: CEO Alexander Nix’s keynote at OMR Festival

Alexander Nix at OMR Festival 2017 (image: Miguel Brusch)

Did big data firm Cambridge Analytica really help Donald Trump win the US presidency? Or is it just a cleverly placed PR coup? These questions have been discussed heavily in the press and public domain over the past weeks and months. At OMR Festival 2017, Cambridge Analytica CEO Alexander Nix discusses big data, the methodologies and strategies used to identify people’s behavior and how data analytics factors into political campaigns.
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The State of the German Internet: The OMR Market Study on the German online industry

GIX, GAFA and current marketing quick wins


What is the current state of the German online industry? Which companies are poised to make a major breakthrough? How do German companies fare compared to their major US counterparts? What are the current chances for German companies in online marketing? We set out to answer these questions and more in our OMR market study “State of the German Internet,” which we unveiled at OMR Festival 2017.

 

The State of the German Internet—from afar and up close

We tackled the macro for an overview of the status quo around the world, dug deep into the micro for an in-depth look at the crucial nuances for success and, of course, packed in some pointers and insight that you can incorporate into your business operations today for a “quick win.”

Get your copy of our study here.
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From Dusseldorf to a billion dollar NASDAQ IPO—trivago founder on stage at OMR Festival 2017

trivago founder Rolf Schrömgens to appear at OMR Festival 2017

For its most recent IPO, trivago generated a massive valuation—roughly USD 4.7 billion to be precise—making the hotel search engine one of the most successful digital companies ever founded in Germany. What better guest to have on stage at OMR Festival 2017 than trivago co-founder and CEO Rolf Schrömgens. He’ll divulge some insight into the company’s marketing strategies that helped trivago achieve such unprecedented success.
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Wanna beef up your conversions? Try a clever targeting campaign with all the fixins

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Clever copy, inside jokes and burger close-ups: an inside look at how clever Facebook ads turned into 30K burgers and €500K of revenue in just a year

All throughout Germany, the so-called burger boom is in full effect. The only thing greater than Germans’ appetites for burgers is the sheer number of places they can get their fix. But with a flooded market and competitors as plentiful as toppings, how can newcomers gain traction? Three friends from Germany gave Facebook ads a shot and ended up flipping 30K burgers for half a mil in less than 12 months. Online Marketing Rockstars took a closer look at the burger triumvirate to learn more about their recipe for success.
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The Boom and Bust of Song Lyric Pages

Song lyric pages were once a sure-fire cash cow. But what Google once giveth, hath taken away

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For years, song lyrics have provided resourceful online marketing pioneers with a solid source of easy income. But for many, the past two years have seen the boom go bust. One reason for their demise? Google’s in the same business. In an Online Marketing Rockstars’ exclusive, we sat down with an operator of one of Europe’s largest song lyric sites, who gave us the inside scoop on the industry’s rise and subsequent fall, while also providing us with current figures on his traffic.

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