Storeis
Successfully embracing the Full Funnel Challenge
Craftsmanship, attention to detail, pursuit of perfection: Santoni shoes express the excellence of Made in Italy.
The Marche-based company, founded in 1975 in Corridonia, today represents one of the international reference points in the production and distribution of luxury shoes for men and women.
Through the online store, Santoni sells its creations all over the world, even if the main reference markets are the United States, France, Germany, Italy, and the Netherlands.
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ClientSantoni
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SectorLuxury Fashion
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Areas of ExpertiseDigital Marketing, Communication
1. Goals
The collaboration between Santoni and Storeis started in July 2021 with the main goal of strengthening the upper funnel activities for the development of awareness and visibility of the brand. Specifically, three project goals were identified on which to measure the project results:
- Reach existing targets and acquire new targets with an impactful brand message, increasing visibility and advertising exposure time
- Increase trafficto the ecommerce site by obtaining quality sessions
- Increase the frequency of exposure to messages to boost spontaneous recall and awareness
2. Approach
Thanks to an in-depth analysis of market trends, audiences, and key messages, at the beginning of the collaboration we created an upper funnel media plan for an optimal allocation of investments to achieve awareness and consideration goals for the various campaign flights. The media channels included in the scope were YouTube, Instagram, Facebook.
The audiences were segmented in a highly granular way to verify the response of the different audience segments to messages and campaign contents with a Test & Learn approach aimed at optimizing advertising budgets and improving ROI.
The activation of the campaigns on YouTube was accompanied by a study of the Brand Lift in different countries to measure the effectiveness of the activities carried out and the impact on the knowledge and perception of the brand.
In addition, real-time monitoring dashboards were created on Google Datastudio to monitor and compare the results of campaign flights on the various activated channels and related audience segments.
3. Key Wins
The main results we got were:
- ~2 years (+1300% YoY) total time of advertisements viewed
- +123% YoY sessions generated
- -15% average bounce rate
- +18% pages per session
- +48% average session duration
- +48%YoY average frequency of exposure to advertising messages
Considering the excellent wins achieved, starting from March 2022 the collaboration between the brand and Storeis has been extended to cover the entire marketing funnel, including performance-related activities.
