Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands

8K new Email Subscribers at only .49p Cost per lead!

Harrier Trail Running Harrier Trail Running is a specialist brand dedicated to serving the trail running community with high-quality products, training resources, and expert guidance.

 

Catering to endurance athletes, ultra runners, and outdoor enthusiasts, Harrier combines performance-driven apparel and gear with educational content designed to help runners of all levels improve their experience on trails.

 

The brand has built a loyal following through a mix of engaging digital content, lead-generation guides, and community-focused initiatives, positioning itself as both a trusted product provider and a source of knowledge for trail running enthusiasts.

 

With a focus on innovation, customer experience, and long-term engagement, Harrier aims to grow its presence across digital channels while nurturing meaningful relationships with its audience.
Before the launch of Paid Social campaigns, Harrier Trail Running relied primarily on organic channels and email marketing to drive new subscribers and sales.

 

While these channels were effective, growth was slow and limited in scale, with average monthly subscriber acquisition at just 200–250 per month.

 

Without a dedicated paid acquisition strategy, the brand was missing the opportunity to reach new audiences, accelerate lead generation, and convert prospects who were unaware of its products.

 

Additionally, launching new products, such as the Thorpe Baselayer, required building awareness among cold audiences—a process that organic channels alone could not accomplish efficiently.
To help Harrier Trail Running scale its growth, a paid social campaign was launched across Facebook and Instagram, designed to turn existing interest into measurable sales.

 

A simple full-funnel approach was used:

 

  • Awareness: Reaching new audiences with engaging content focused on trail running and brand storytelling
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  • Consideration: Retargeting users who interacted with the website or social channels with product-focused messaging
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  • Conversion: Driving purchases through targeted ads featuring key products and clear calls to action
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Audiences were built using a mix of interest targeting, lookalike audiences, and retargeting to ensure the budget focused on the most relevant users.

 

Creative focused on authentic trail running content, highlighting both product benefits and Harrier’s expertise to build trust and engagement.

 

Tracking was set up to measure performance, allowing for ongoing optimisation through testing creatives, refining audiences, and scaling what worked best.
 
  • 8k New Email Subscribers at .49p CPL
     
    • Total Ad Spend: £6,199
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    • Revenue Generated: £34,293
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    • Overall ROAS: 5.53x (38% above industry benchmark).
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    • Incremental Revenue: £20,910 (61% incrementality; 15–20% above industry standard).
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    • Net Profit After Ad Spend: £7,518 → ROI: 121%.
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    • Lead Generation: 7,724 new email subscribers (300% faster acquisition than baseline) → Cost per Subscriber: £0.81 (46% below benchmark).
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    • Customer Acquisition: 336 paying customers from leads → Cost per Acquisition: £14.94 (34% below benchmark).
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    • Projected Lifetime Value: £154,480 from new subscribers → 30.8x LTV ROI.
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    • Strong campaign synergy: Paid social drove awareness → email converted subscribers → website and retargeting increased revenue.
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    • High efficiency: Prospecting campaigns delivered the majority of incremental revenue, while retargeting reinforced conversions.