Faherty
Faherty heats up acquisition for the peak summer season
Eastpak creates backpacks, luggage, and accessories for functional and stylish use. Behind Eastpak’s “built to resist” ethos is a commitment to durable, high-quality products and their mission to fight for positive change across diversity, inclusion, and sustainability.
Today, Eastpak is focused on increasing visibility across the entire customer journey— from initial awareness to final purchase decision. In particular, the company has been investing in new user acquisition strategies to increase brand awareness and exposure, which positively impacts the company’s long-term growth.
Throughout Eastpak’s digital marketing activities, they seek to maximize efficiency, while generating a positive return on ad spend and net profit.
To boost awareness among more customers, Eastpak partnered with Criteo to launch an always-on strategy, coupled with seasonal tactics during key periods, to create a powerful funnel that seamlessly guided potential customers towards making a purchase:
Nicola Seletti, Senior Manager Digital Performance at Eastpak Italy shared, “Our synergy with Criteo’s Account Managers team is excellent; their expertise and unwavering support was the key to fuel our revenue growth and Consumer Journey efficiency, turning past challenges into new opportunities.”
Compared to Eastpak’s social channels, the activations with Criteo resulted in a 2.5x higher direct revenue, a 4x higher conversion rate, and a 23% lower cost per session.
Eastpak also saw stronger engagement with Criteo’s campaigns: The average engagement duration was 1 minute and 32 seconds longer than on social.
Nicola Seletti shared, “We are excited to expand our collaboration with Criteo to more brands within VF Corporation, including Kipling, and explore co-marketing opportunities for our upcoming Brands’ Collaborations. With Criteo’s expertise, we aim to retain our existing customers using our first-party audience data and continue to grow our business.”
Faherty heats up acquisition for the peak summer season
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