UVSkinz came to Digital Position looking for a rescue in November 2019. Right before Black Friday / Cyber Monday, the PPC agency they were working with threatened to not put up their holiday ads unless UVSkinz entered a long-term arrangement with them. This is one of the scariest, most unethical agency practices we’ve encountered in our history of growing Digital Position.
On Thanksgiving day eve, Roger (our CEO) jumped on a call with the CEO of UVSkinz and assured them everything would be alright and that we would figure it out. On Thanksgiving night, multiple Digital Position employees jumped in to help get the holiday ads live and get the account current and helped UVSkinz kick the old agency out of the account to prevent any malicious activity.
This incredible story doesn’t stop here.
We then found out that the old agency was working with UVSkinz’ #1 competitor who had a much larger budget (at the time) than UVSkinz. Immediately after termination, the other agency began ramping up an extremely aggressive attack on the UVSkinz brand, driving up CPC’s to unfathomable levels to defend the brand (they were bidding $30+ per click!).
After a very tumultuous time of brand defense, COVID hit and hurt UVSkinz even more. We kept the faith that this attack MUST end because there was NO way this competitor was profitable doing what they were doing and we knew we had the better strategy seeing their old account.
Here comes the happy ending!
