Situation

UGG tried on several agencies to expand on Amazon with no success. They were tracking well behind their sales targets and needed to build traction in UK and Germany.

Actions

• Aligned on region specific goals

• Strategically concentrated funds on one hero ASIN and invited the shopper to browse the full assortment

• Implemented a full-funnel marketing campaign to reach shoppers at every stage of their journey

• Completed in-house translations for the German market and tested keywords and CTAs

Results

• Strong Q4 performances that last throughout the year, helping UGG achieving their annual goal

• Total sales increase by 567% from November to December

• Average total ROAS improved by 164% in each region

Situation

Jan Marini focused on profitable sales growth and was challenged with reaching their customer base effectively. Historically they underperformed against all primary KPIs in the category and were unsure how to continue. Main issues:

• Optimizing, scaling, and measuring results

• Audience hurdles based on premium price point

• Unsure how to leverage DSP + SPAds effectively

• Driving true incrementality

Actions

• Diversified their targeting beyond SPAds and leverage in-market, lifestyle and remarketing via DSP to reach qualified shoppers

• Applied best-in-class techniques to each placement activation, a "set it and forget it"-model would not work

• Kept ad spend fluid and shifted budgets wherever necessary to ensure ad dollars went where they would be most effective

Results

• Increased month-over-month sales growth

• Flexible and adjustable campaigns

• Drove incrementality with DSP audiences

• Increased basket size

• New-to-brand purchasers were converted to brand loyalists