Challenge
Connecting brand investment to business outcomes
For over 70 years, Casas Bahia has been one of Brazil’s most recognized retailers, offering a wide range of products across home appliances, electronics, and furniture. With a strong footprint across physical stores, ecommerce, and marketplace channels, the brand operates a truly omnichannel business.
As the Casas Bahia’s business expanded, so did the complexity of its communications. Their Branding and Awareness team faced a key challenge: how to scale upper-funnel investment to grow brand consideration and demand, while still proving measurable impact on acquisition and sales.
Further, Casas Bahia wanted to connect branding and performance, ensuring awareness campaigns contributed directly to measurable business outcomes across the funnel.
Solution
Uniting brand, acquisition, and remarketing across channels
In partnership with Criteo, Casas Bahia activated a cross-channel, full-funnel strategy designed to connect branding, acquisition, and remarketing within one integrated commerce ecosystem.
Discovery campaigns played a central role—expanding reach, shaping perception, and generating high-quality traffic that performance campaigns could later convert. The strategy was built on four key pillars:
- Upper-funnel branding campaigns to scale awareness and drive qualified visits
- Diversified creative formats including responsive, interactive, and countdown ads to deliver a consistent narrative across the customer journey
- Cross-channel activation, including Meta and TikTok, to reach users beyond the open web and boost assisted conversions
- Awareness-focused KPIs with a clear view of downstream impact on performance and revenue
By continuously feeding performance campaigns with upper-funnel audiences, Criteo helped Casas Bahia convert discovery into demand and turn attention into action.
Results
Awareness that accelerates performance
Between February and November 2025, the strategy drove +200% more exposed users, +63% more visits, and +49% more buyers.
After key optimizations in August, results surged even further: +276% more exposure, +135% more visits, and +87% more buyers—driven by branding campaigns feeding performance efforts.
More than 3,200 new buyers were acquired, each with an average ticket value over R$1,500. During Mother’s Day, acquisition campaigns accounted for 7.72% of all lower-funnel sales.
Social channel activation also played a major role. Between September and October 2025, social placements helped deliver 7× attributed sales and over 2,500 incremental conversions. In addition, 6.88% of retention clicks came from users previously exposed to awareness or acquisition
campaigns—proving long-term value across the funnel.
By integrating branding into a full-funnel strategy, Casas Bahia turned awareness and discovery into a performance accelerator. With the right mix of upper-funnel reach, cross-channel activation, and lower-funnel precision, the brand turned discovery into measurable growth.
