Puma

Advertising campaigns were launched through Google Ads and Yandex Direct with a focus on a performance approach and precise work with the audience.

Instead of standard promotion of collections, a system of analytics and segmentation of users by interests, behavior and involvement was used.

This allowed ads to be shown to people who were actually ready to buy, rather than just interacting with the content.

Additionally, a retargeting and user identification system was introduced, which made it possible to gather a large base of interested audiences for repeat sales and promotion of new collections.

By constantly optimizing campaigns, testing creatives and analyzing user behavior, we managed to increase the effectiveness of advertising campaigns, increase ROI, reduce the cost of coverage, increase audience involvement and create a stable flow of customers for e-commerce and retail.

This project showed how performance marketing and analytics can scale a retail brand even in a highly competitive fashion niche.