Brandnation has been working with Deichmann, Europe’s largest footwear retailer, for over three years and on a number of campaigns. Looking towards the post-COVID retail landscape, Deichmann briefed our Social Media team on the creation of a social campaign that would ensure maximum brand reach within the UK, particularly accounting for market fluctuation as a result of COVID and its marked effect on changing shopping behaviours.
The national lockdown proved to be a great opportunity for online sales, and so maximising its potential was critical for commercial success.
Our social team expertly activated a data-driven Always-On and Campaign-led Paid Social approach to achieve agreed KPIs, while utilising defined UTM parameters to allow for full-funnel multichannel attribution. In order for us to maximise audience reach, our paid social strategy contained both manually defined ads and Dynamic Creative ads that utilised detailed targeting, value-based lookalike audiences, and GDPR compliant retargeting audiences. Audience demographics were targeted and defined in accordance with Deichmann’s core followership, primarily targeting those with an interest in fashion and lifestyle. To ensure the strongest ROAS budget was allocated dynamically across all ads, taking into account audience size and demographic reach.
The right shoe, partnered with the right paid social strategy really can get your brand a step ahead. Our campaign made a great impression with the ads showing over 2 million times, and delivering a ROAS of 17:1!