About The Client
Rosso Brunello is a premium footwear brand offering a diverse collection of footwear for both men and women. Traditional craftsmanship coupled with meticulously sourced leather led to the manufacture of footwear that offers unparalleled comfort without compromising on trendiness. From classic designs to the latest fashion-forward styles, each pair embodies the rich heritage of leather craftsmanship.
The Challenge
The brand enjoyed an impressive number of sales and was looking for a credible partner to take the growth to the next level along with an increase in ROAS.
The Strategy
Driving Growth with Customized Performance Marketing Plans
In order to help our clients scale orders and increase revenue, our team curated a custom marketing plan for the paid campaigns. Unlike generic strategies, Cybez understands the importance of a customized plan that focuses on targeting a specific audience, ensuring that marketing efforts are directed towards the people most likely to convert into loyal customers.
This targeted approach not only enhances the effectiveness of your campaigns but also ensures a higher return on investment by optimizing budget allocation.
Data-Driven Performance Marketing Solutions To Improve Revenue
Creating, implementing and optimizing a proper funnel strategy was the need of the hour. We used different creatives with varied ad types in order to run TOFU, MOFU and BOFU ad campaigns successfully.
Tailored Targeting Techniques to Reach Ideal Customers
Understanding and identifying the target audience for a particular brand is crucial for the success of paid ads. A clear grasp of the ideal customers—based on demographics, interests, behaviours, and needs—helps in tailoring ad campaigns to effectively reach and engage this specific group.
For Rosso Brunello, we tested multiple audience sets and eventually got the winning ones. These include
- Advantage + audience with signals of shoes, boots, sandals etc.
- Remarketing audience
- Open audience with location targeting of only top-performing locations (Delhi, Punjab, Haryana)
- Travelling Audience ( frequent international travellers, business class travel, first-class travel)
- People with an interest in discount stores
Awareness Campaigns on Meta for Brand Visibility
Since Rosso Brunello was already a well-known footwear brand in the industry, we did not run any awareness campaigns. The focus was on scaling the existing ROAS.
Creative Experimentation To Explore New Ideas
Creative experimentation helps in preventing ad fatigue by keeping the ads fresh and innovative. The introduction of new concepts and formats can maintain audience interest and engagement, which is essential for sustaining high performance over time.
For Rosso Brunello, videos, carousels and product catalogues worked the best.
Enhance Ad Campaign Effectiveness with A/B Testing
A/B testing is essential for optimizing paid ads because it allows us to make data-driven decisions by comparing the performance of different ad variations. It helps eliminate guesswork and ensures that the advertising strategies are based on actual performance data rather than assumptions.
For Russo Brunello, we constantly conducted A/B testing in order to understand what resonated the most with the audience.
Leveraging Powerful Retargeting Strategies for Increased Sales
Retargeting is critical for paid ads because it allows the re-engagement of users who have previously interacted with the brand but did not complete a desired action. Targeting these individuals with tailored ads that remind them of their initial interest significantly increases the chances of conversion.
We garnered great success with retargeting campaigns for Rosso Brunello. The results were excellent with low CAC.
Obtaining Exponential Growth with Tailored Scaling Strategies
If a campaign has demonstrated positive performance and achieved the desired results, scaling it is important. It enables advertisers to increase their reach by allocating more budget, targeting additional audience segments, etc.
For Rosso Brunello, gradual scaling was done up to 300% on performing campaigns. Simultaneously, new campaigns were launched, therefore scaling overall spends.
Maximizing ROI with Strategic Google Ad Campaigns
Another platform that is often used for paid ad campaigns is Google. If done right, Google Ads gives excellent results. In Google, we launched Performance Max campaigns, one for men and another for women, and search brand campaigns for Rosso Brunello. It gave constant results at lower CPP.
Results
We witnessed a significant improvement in overall CPP, ROAS and revenue over three months.
- Revenue increased by 200%
- ROAS increased by 48.5%
- CPP decreased by 37%
