PHILIP HUANG

PHILIP HUANG is a Brooklyn-based fashion brand founded in 2016 by Philip Huang and Chomwan Weeraworawit.
PHILIP HUANG represents clothing from indigenous knowledge and artisanal heritage with contemporary designs. The brand truly embraces artisanal intelligence and uses colors from nature, specifically from local plants such as Indigofera Tinctoria, Mangifera indica, and Pterocarpus macrocarpus, and natural minerals.

The brand also emphasizes the importance of community. PHILIP HUANG has a strong connection with the artisan groups in Sakon Nakhon: Indigo Grandmothers and Pakkamphu Village. As the brand brings traditional knowledge to a global audience, local artisans also have a platform to showcase their creations. PHILIP HUANG also collaborates with artists such as Udomsak Krisanamis and Rirkrit Tiravanija, and expands its Indigo world by participating in the Wonderfruit Festival (Thailand) and pop-up shops in various locations.

PHILIP HUANG is more than just a slow and ethical fashion brand, the brand represents the people, the community, the knowledge, and the land. The harmony of it all makes the brand what it is today.

In terms of digital marketing, the brand has a strong brand identity and visual elements – yet the brand’s marketing strategy wasn’t harmonious. The conflict between “brand” and “e-commerce” aspects often clashed.

Goals of digital marketing strategy

to have structured short and long-term planning
to prepare creative assets for ads
to measure the success and progress of the online channel
to optimize website and ad management
to harmonize brand and e-commerce

Brand Identity

Creative assets for displayed ads

Created eye-catching ads that are on brand and incorporate the e-commerce aspect to drive sales.

Prepared a set of two creative assets per month for A/B testing to measure success and conduct consumer research.

Managed the campaign in Google Ads Manager – revenue and budget management and ad performance.

Adjusted according to KPI and trends.

Website optimization

Measured site performance with GTmetrix to optimize the site, improve the user experience, and prevent site errors.

Optimized both in Shopify and Google Analytics 4 for the best site performance.

Optimized the site’s theme on Shopify with Ruby code and visual aspects.

Improved the workflow for a better user experience.

SERP and SEO

Optimized the meta title and meta description according to the SEO research conducted under the search of brand-related keywords.

Optimize products’ SERP on Shopify for the search to appear accurately.

Optimized the on-page and off-page SEO, and alternated the use of Ruby code in Shopify (Google Analytics 4 and Google Tag Manager).

Indexing and crawling on all pages were completed (Google Search Console)

Performance Results

PHILIP HUANG appears as the first search result on the first page of Google search.
Website performance was rated B, with 89% score on overall performance, 746ms on LCP (how long it takes for the largest content element on your page to become visible), 116ms on TBT (how much time is blocked by scripts during the page loading process), and 0 on CLS (how much layout shift visitors experience when the page loads).
The conversion rate of online sales in 2023 increased by 1.6% per month.
Organic search/sag_organic (search via Google) in 2023 increased by 1.18% monthly.
Ads performance showed the e-commerce conversion rate increasing by 1.53% monthly in 2023.
SEO performance on Shopify showed the increase in organic and surface across Google searches, the average SEO performance in 2023 was 2.45%.