The Oodie

Client Overview

The Oodie is a globally recognized, nine-figure brand famous for its wearable blankets, founded by the highly successful entrepreneur Davie Fogarty (also known as an Australian Shark Tank investor). Starting in Australia, The Oodie successfully created and dominated a new category in comfort wear, rapidly expanding into global markets like the UK, USA, Germany, and Japan. Its massive growth was initially built on viral social media and a highly effective paid advertising strategy.

The Challenge

The Oodie's incredible success was built almost entirely on a paid acquisition model. This hyper-reliance on paid ads meant the brand was vulnerable to rising ad costs (CAC), ad-platform algorithm changes, and increasing market saturation. Crucially, they had minimal organic search visibility, leaving a wide-open gap for competitors to capture high-intent customers searching for "wearable blankets" or "oversized hoodies."

Objectives & KPIs

The primary goal was to de-risk the brand by building a new, highly profitable revenue pillar. Objectives included:

• Establish a scalable organic revenue stream from a near-zero baseline.
• Build a defensive "brand moat" to own all branded and related search queries.
• Capture high-intent, non-branded search traffic to acquire new customers profitably.

Success was measured by the YoY growth in non-brand organic revenue, keyword rankings for high-intent terms, and the overall profitability of the organic channel.

The Strategy & Implementation

We developed a global SEO strategy to build this new acquisition channel from the ground up:

• International SEO & `hreflang` Strategy: The Oodie's rapid expansion from Australia into new global markets (UK, US, Germany, Japan, etc.) created significant technical challenges. I managed this complex internationalization by implementing a comprehensive `hreflang` strategy. This was crucial to resolve targeting conflicts and ensure Google served the correct country-specific storefront (e.g., oodie.co.uk to UK users, theoodie.de to German users), maximizing visibility and revenue in each new region.
• Brand-Defense & SERP Domination: We immediately worked to secure and optimize all SERP features for branded queries. This ensured that when users searched for "The Oodie," the brand controlled the entire first page, fending off competitors and affiliate poaching.
• Non-Brand Keyword Expansion: We conducted deep keyword research to target high-intent, non-branded "problem-aware" and "product-aware" terms. We built out optimized collection pages and blog content for terms like "wearable blanket," "hooded blanket," and "oversized hoodie," capturing thousands of new customers.
• Building a Profitable Channel: By focusing relentlessly on high-conversion keywords, the new organic channel became extremely profitable. While paid ads were still the primary driver, organic search provided a high-margin, scalable revenue stream that wasn't dependent on daily ad spend, enhancing the brand's overall valuation and resilience.