In an increasingly competitive landscape such as that of B2B fashion, our Deep Marketing advertising team recently achieved an exceptional result that deserves to be celebrated . In September 2024, we achieved a return on investment (ROI/ROAS) of 103x for our client Passione Beauty, generating over 2 million euros in sales revenue.
Something extraordinary and increasingly rare, with the increase in online competition and advertising costs.
The context
Passione Beauty, a leading B2B beauty company across Europe, recently went through a renaming and rebranding process. This change, although necessary for the evolution of the brand, initially led to an underperformance of existing advertising campaigns. Our team, in partnership with the brand management and the investment fund, was therefore faced with a significant challenge: rebuilding the visibility and engagement of the brand in a highly competitive market.
We worked on five countries in parallel, each with its own challenges.
The Winning Strategy
To address this challenge, we have adopted a multi-lever approach:
Continuous optimization : For months, our team worked tirelessly to perfect every aspect of the advertising campaigns. We meticulously analyzed the data, constantly adapting our strategies to maximize effectiveness, while developing technological solutions for Media Mix Modeling based on proprietary Deep Marketing AI algorithms. With these technologies, we were able to understand exactly the return on investment of each euro invested also in the middle and upper part of the funnel, not only in the "performance" part. In addition to estimating the saturation points: that is, when to slow down the investment and where.
Targeted Storytelling : Thanks to the ever-present contribution of the company's internal visual production team, we created and leveraged content that not only promoted the products, but also told the values behind the Passione Beauty rebrand, creating an emotional connection with the B2B audience.
Rigorous A/B testing : We implemented daily A/B tests on various elements of the campaigns, from creative to copy, to continuously optimize performance. Campaign optimization was pressing. Having a significant media budget at our disposal, we were able to work continuously, without risking statistical "overfitting".
The extraordinary results
The culmination of these efforts was evident in September, with results that exceeded all expectations for Italy:
ROI of 103x : An exceptional return on investment that demonstrates the effectiveness of our strategy.
Over 2 million euros generated : A significant impact on Passione Beauty's turnover.
Brand benefits : Overcoming rebranding challenges, with a renewed and strengthened positioning in the B2B market.
The campaigns in question have NOT saturated the target. This means that the company can invest even more in media budget, maintaining a very high return on investment and a skyrocketing turnover. Normally, however, there is a rapid degradation of performance, as the investment increases.
Lessons learned and future prospects
This success is not only a goal, but a starting point. We have learned that:
Patience and persistence in optimization pays off.
Deep understanding of B2B audiences is essential to creating successful campaigns.
Agility and the ability to adapt quickly are crucial in an ever-changing market.
Online campaigns today are very expensive, and their price is constantly increasing. The only way to thrive in 2024 and beyond is through sophisticated technologies capable of working in a full funnel way and getting the most out of every single euro invested, avoiding "bombarding" the public with too many ads that do not generate results. There is no more room for under-structured points of view or approaches.
The team is everything. While it is true that Deep Marketing only uses top-level senior professionals, it is the group and project architecture that makes all the difference. Made of relationships, comparisons, responsibilities, characters and different skills that interact. The whole is more than the sum of the parts . Always.
Looking to the future, we are excited to continue innovating and pushing the boundaries of what is possible in marketing.
The Passione Beauty case shows that, with the right strategy and a dedicated team, it is possible to transform challenges into extraordinary opportunities . Our commitment remains to deliver exceptional results to all our clients, combining creativity, data and a deep understanding of the B2B and B2C market.
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