450% GROWTH IN ONLINE SALES THROUGH STRATEGIC PERFORMANCE MARKETING

How did a brand offering bold interior design solutions transform its online presence into a primary sales driver? With a strategic performance marketing approach, KARE achieved significant growth in online orders and revenue. In this case study, you will discover the steps we took to optimize the brand’s digital strategy, the channels and formats we used, and how we segmented the audience for maximum effectiveness. Finally, you will find key takeaways from the campaign and how they can be applied to your business.

CLIENT OVERVIEW

KARE is a brand with a long history, offering bold furnishing solutions in a higher, yet still accessible, price range. Originating in Germany, the brand now operates over 100 physical stores across multiple countries. It stands out with its artistic product range and offers a wide variety of furniture and accessories characterized by distinctive design.

In Bulgaria, the brand has been present for over 10 years, with an online store, physical showrooms in Sofia and Plovdiv, and two shop-in-shop locations in Burgas and Varna.

WHAT WAS THE PROBLEM?

For a long time, KARE operated with a website that had limited capabilities — a critical asset for any e-commerce business, especially in the furniture sector. Effective online product presentation is essential due to the higher value of the products and the fact that not every customer can experience them in person.

WHAT WAS OUR ASSIGNMENT?

A few years into our collaboration, KARE shared the news that a new website was being developed, based on our recommendations and best practices. With its launch, the need arose to upgrade the brand’s overall digital strategy to improve positioning and drive traffic to the new platform.

WHAT WERE THE CHALLENGES?

Our task was to enhance communication and optimize results across all marketing channels and the new platform. The primary goal was to develop an integrated marketing approach that would allow us to effectively present the wide range of product categories and identify the right audience for each.

We also aimed to optimize the user journey and improve conversion rates, with the ultimate goal of driving purchases through the website.

OUR APPROACH

We focused on performance-driven channels, incorporating new campaign types and formats within the Google ecosystem and Meta platforms. This allowed us to reach the most relevant audiences and engage them with appropriate creatives and messaging.

CHANNELS, FORMATS, AUDIENCES, AND MESSAGING

Our primary focus was on Google Performance Max campaigns, carefully structured according to the brand’s specifics. Key elements included:

• Segmenting campaigns by key product categories
• Incorporating custom audiences based on relevant search queries
• Using remarketing lists based on specific user actions on the website
• Utilizing the maximum number of creatives per campaign to enable algorithms to identify the most effective combinations
• Using product videos that highlight furniture quality and distinctive design
• Implementing micro-conversions such as “add to cart” and “initiate checkout” to accelerate data collection and improve optimization

In parallel, we set up a product catalog within the META ecosystem, which allowed us to:

• Launch dynamic remarketing campaigns
• Promote different product sets to broader audiences
• Build and scale audiences of users who showed interest in similar products, successfully reaching new segments

Within the overall communication mix, we continued running standard search and social media campaigns. At the same time, KARE enriched its website and social media presence with more engaging and diverse content, which we actively promoted through paid media.

WHAT RESULTS DID WE ACHIEVE?

Within the first three months after launching the campaigns, we achieved significant growth in both traffic metrics and completed orders, as well as in overall online store revenue.

 *Compared to the same period in the previous year.

CONCLUSION

It is important to revisit the well-known 4 Ps of marketing (Product, Price, Place, and Promotion) and ensure they are properly aligned to create an effective marketing strategy.

In this case, “Place” — the environment where users are directed — was a key factor. Improving the brand’s digital presence and optimizing the channel mix led directly to increased online store revenue.