Retail & Services
Client
Claudie Pierlot
Service
Customer Experience
Date
November 2023
Key results
+120%
Increase in conversions*
+194%
Increase in website traffic*
+191%
Increase in revenue*
We relied on fifty-five and Google AI to deploy an agile strategy to maximize revenue. The performance was remarkable and confirmed our media strategy. The campaign responded to all the recent changes in consumer media consumption.
Alain Cheung, Digital and CRM Director, Claudie Pierlot
Challenge
Fashion brand Claudie Pierlot sells clothing and accessories at more than 200 points of presence in 18 countries. Claudie Pierlot wished to increase their purchase levels and maximize revenue by implementing a new campaign structure, as their previous structure resulted in delivery lags during the crucial first days and main target hours of Performance Max campaigns.
SOLUTION
Claudie Pierlot updated its custom labels in Google Merchant Center, with one for full-price, best-selling items and the other for discounted items. After a comprehensive review, fifty-five proposed a new Performance Max campaign structure for Claudie Pierlot, adding a new asset group for each commercial operation (encompassing wording and visuals) and using the custom labels to switch items between full-price and discounted statuses. Allowing for better data accumulation and analysis, this structure was then deployed across 13 countries. By enabling Google AI to capitalize on campaign history, this ongoing Performance Max strategy highly improved media efficiency, demonstrating an increased delivery from the beginning of each new commercial communication and strengthened performance.
RESULTS
Claudie Pierlot saw marked performance improvements compared to the last period, with +217% impressions on ads, +120% conversions, +194% traffic on its website, and +191% in revenue. ROI stayed stable at 4.49 for a +297% increase in investments and the new structure was permanently adopted by Claudie Pierlot.
*11/01/22-01/31/23 vs 08/01/22-10/31/23
+120% Increase in conversions*
+194% Increase in website traffic*
+191% Increase in revenue*
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