Challenge
Overcoming a performance plateau during peak sales periods
Ipekyol is a prestigious Turkish ready-to-wear women’s fashion brand founded in 1986, known for its innovative, modern design. As part of the Ayaydın Miroglio Group, the brand operates more than 300 stores globally and offers clothing, accessories, and shoes for stylish, professional women.
Despite strong brand equity and high traffic during peak discount periods, Ipekyol’s digital performance plateaued. Working alongside its agency, Analytica House, the team identified that a large, fast-changing product catalog combined with frequent promotional shifts made manual optimization increasingly inefficient. Time was spent on campaign management without delivering stronger ROAS or improved cost efficiency.
Ipekyol needed a smarter way to prioritize shopper intent over volume, focus budget on high-value audiences, maintain brand consistency across channels, and scale profitably during high-pressure moments such as November sales and end-of-season events.
Solution
Harnessing AI-led optimization with GO
Ipekyol adopted Criteo GO Campaigns—AI-powered, automated campaigns that optimize bidding, targeting, and placements in real time.
GO Campaigns processed Ipekyol’s large product catalog and rapidly shifting discount signals, directing budget toward the most relevant product-to-shopper matches at peak moments. Seamless integration with the brand’s mobile app further strengthened performance, ensuring a consistent experience from ad engagement through checkout.
As Ipekyol, Analytica House, and Criteo collaborated closely, the strategy evolved from manual control to a hands-off, algorithm-first approach focused on high-intent users. To expand reach, Social and Video formats were reactivated, enabling the brand to reconnect with shoppers across multiple touchpoints. Performance quickly exceeded expectations and GO Campaigns outperformed display tests run with other vendors, leading Ipekyol to fully transition budget into GO Campaigns within its Commerce Growth strategy.
Results
Driving scalable growth with greater efficiency
The impact was decisive. Ipekyol achieved a 131% increase in ROAS, 134% increase in revenue, and a 57% reduction in cost of sale.
These results demonstrated that performance gains came from smarter optimization—not increased spend. Criteo GO Campaigns successfully identified high-value shoppers, improved conversion efficiency, and helped the brand break through its performance plateau.
By embracing an AI-led strategy, Ipekyol proved that automation can deliver both scale and profitability—even during the most competitive retail periods of the year.
