450% growth in online sales through strategic performance marketing

How did a brand with bold interior design solutions manage to transform its online presence into a primary sales driver? With a strategic approach to performance marketing, 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 utilized, and how we segmented the audience for maximum effectiveness. Finally, you will find the 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 the higher, yet still accessible, price range. Its history began in Germany, and currently, it has over 100 physical stores in several countries. It stands out with more artistic products and offers a wide range of furniture and accessory categories with a distinctive brand 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 CHALLENGE?

For a long time, KARE had a website with limited capabilities — an extremely important resource for an e-commerce business, especially in the furniture sector. Effective online product presentation is crucial given their higher value and the inability for every customer to view/experience them in person.

WHAT WAS OUR ASSIGNMENT?

A few years after we began our collaboration, KARE surprised us with the good news that a new website was being planned, built based on our recommendations and best practices. With its launch, the need arose to upgrade our overall digital strategy for the brand’s presence, aiming for better positioning and driving traffic to the new platform.

WHAT WERE THE CHALLENGES?

Our assignment was to enhance communication and optimize results across all marketing resources and the new platform. Our primary goal was to find an integrated marketing approach that would allow us to present the numerous product categories, and to identify and segment the audience for each. Subsequently, we aimed to optimize the user journey and convert them with the ultimate goal of a purchase through the website.

OUR APPROACH

We focused on performance-oriented channels by incorporating new types of campaigns and formats within the Google ecosystem and Meta channels to reach the most relevant audience and engage them with appropriate visual creatives and messaging.

WHAT CHANNELS, FORMATS, AUDIENCES, AND MESSAGING DID WE USE?

Our main focus here was on Google Performance Max campaigns, whose structure we carefully considered based on the brand’s specifics. Here are the key settings that made the campaign maximally effective:

• We segmented campaigns by key product groups in focus.
• We included relevant custom audiences based on search queries.
• We added remarketing lists of users based on specific actions they did or did not perform on the website.
• We utilized the maximum number of creatives allowed in a single campaign to enable algorithms to learn and display the most effective asset combinations to users.
• We used product videos that showcased the furniture in detail, highlighting its quality and bold design.
• To accumulate data more quickly, we implemented micro-conversions such as ‘add to cart’ and ‘initiate checkout,’ which also helped algorithms gather data and reach the most convertible users.

In parallel, we set up a product catalog within the META ecosystem. Through it, we:

• Launched dynamic remarketing.
• Targeted different product sets to a broader audience.
• We generated and scaled audiences of users who showed interest in products present in or similar to those in the catalog, thereby successfully reaching a new segment of the target audience.

In our communication mix, we continued to maintain standard search campaigns and social media campaigns, while KARE, for its part, enriched both its website and social media channels with more engaging and diverse content, which we continued to promote to the target audience through paid advertising.

WHAT RESULTS DID WE ACHIEVE?

In the first three months since the campaigns launched, we achieved significant growth in both traffic metrics and the number of completed orders and online store revenue.

*Compared to the results achieved in the previous year for the same month.

In conclusion, it is important to revisit the well-known 4 Ps of marketing (Product, Price, Place & Promotion) and ensure they are properly organized to have a functional and effective marketing strategy. In this case, ‘Place’ – the location where we guide users – was one of the key factors that prompted us to enhance the brand’s digital presence and channel mix, subsequently leading to an increase in online store revenue.