A well-known athletic footwear and streetwear brand sought to elevate its end-of-season sale, aiming to surpass its previous year’s results in multiple European markets. Whilst the previous years campaign yielded solid returns, the client wanted to enhance performance by both driving sales and expanding into previously untapped audiences.

This campaign’s main objectives were clear:

• Achieve a year-over-year (YoY) increase in sales.

• Lower the cost per acquisition (CPA) and improve return on ad spend (ROAS).

• Expand the brand’s reach beyond its core demographic of sneaker enthusiasts and fashion-conscious consumers, all while managing multiple markets across Europe.

The Solution

To address these goals, we implemented a strategic and multi-faceted digital campaign focusing on high-impact channels and data-driven insights.

1. Targeted Audience Segmentation and Expansion: Knowing the high demand for athletic and streetwear among 18-35-year-olds, the campaign was designed to engage both loyal sneaker enthusiasts and the emerging streetwear trendsetters. Audience targeting was carefully segmented by key demographics and interest, ensuring that each creative spoke directly to consumer behaviors and style preferences.

2. Engaging Creatives with Countdown Timers: We introduced a countdown timer feature in the lead-up to the sale, creating urgency and anticipation that motivated early brand engagement. Multiple creative variants were also A/B tested to identify the highest-performing ads before the sale launched, ensuring that only the most compelling creatives would be utilised during the critical sale period.

3. Channel Strategy with Heavy Focus on Paid Ads and YouTube for Brand Awareness: YouTube was selected as the primary channel for driving top-level brand awareness, while the majority of the budget was allocated to high-performing paid ads across social media and display networks. The combined channel strategy allowed us to reach a broad audience while ensuring maximum exposure and relevance across markets.

The Results

The campaign’s targeted approach and optimized creatives delivered notable results across all primary metrics:

• 11% Increase in Click-Through Rate (CTR): The engaging creatives and countdown feature successfully drew in users, improving CTR YoY and creating stronger user interest leading up to the sale.

• 37% Increase in Return on Ad Spend (ROAS): By optimising audience segmentation and refining the ad strategy, we achieved a significant boost in ROAS, improving the overall efficiency of the campaign and allowing the budget to go further.

• 19% Decrease in Cost Per Acquisition (CPA): Streamlined targeting, tailored messaging, and optimised ad placement drove down CPA, enabling the brand to achieve more efficient sales and reach broader audiences effectively.

Looking for similar results for your brand? Contact me to explore how targeted digital marketing strategies can elevate your brand awareness, engagement and achieve your overall marketing goals.