Background and Objectives
Falconeri, a prominent fashion brand, sought to elevate its presence in the U.S. market by boosting brand awareness and driving more store visits. The goal was to revitalize their digital marketing strategy across Paid Search, Paid Social, and Affiliate Marketing. Our primary role involved achieving cost efficiencies while maintaining revenue targets. We aimed to enhance performance metrics and establish new, effective campaign structures.
Tactics and Execution
Our approach focused on several key tactics to stabilize and improve campaign performance. We began by excluding underperforming DMAs and implementing store visit tracking to optimize our SEM strategy for a specific branch. Keyword targeting was refined through match type optimizations, shifting from broad to phrase and exact matches to reduce overlap and costs. We restructured campaigns by pausing high-cost, low-conversion elements and employing negative keyword strategies. Additionally, demographic targeting was fine-tuned and expanding our affiliate marketing reach to diverse markets.
The strategic overhaul yielded impressive results, beating forecast goals as high as 46% during slow seasonal months for Cashmere clothing, which the brand is known for.
Cost reductions of 8% year-over-year and an exceptional ROAS of 236.08% demonstrated significant improvements in performance and cost-efficiency, validating the effectiveness of our campaign optimizations and strategic adjustments.
Results
Elevating Elegance
We amplified Falconeri’s U.S. presence, enhancing brand awareness and driving refined foot traffic.
Strategic Sophistication
Transformed their digital strategy across Paid Search, Social, and Affiliate Marketing, aligning with the brand’s luxury image.
Cost-Efficiency Excellence
Delivered significant cost reductions while hitting revenue targets — luxury and efficiency, hand in hand.
ROAS Refinement
Optimizations led to an impressive ROAS, and significant cost reductions — elegant execution, exceptional results.
Precision Targeting
Fine-tuned demographic targeting and expanded affiliate reach, ensuring every interaction was on-brand.
Store Visit Strategy
Leveraged store visit tracking to optimize SEM, seamlessly guiding discerning customers into Falconeri’s sophisticated stores.