How MUST’IT maximized full-funnel marketing performance
Kikikickz is a sneaker resale company founded in 2020 in France. Its catalog includes the most exclusive and coveted products for fashion and trainer lovers. Their success lies in the deep-rooted community that they have created since their foundation, which currently has more than 1,000,000 followers on social networks. In addition, Kikikickz is committed to shipping within 48 hours when they have stock, and they take care of the whole process so their customers can focus on enjoying their purchase. The trust they have earned among consumers has positioned them as one of the best valued resale brands on the internet.
This year, the company wants to change the concept of sneakers by championing their democratization and their extended use in all areas. Nowadays you can wear a suit to a meeting and combine it with sneakers. This style is no longer just for a few people, and Kikikickz wants to spread this message to everyone, not just its followers.
Kikikickz’s plan to democratize the sneaker focused on impacting new users in the top of the funnel. When a consumer decides to buy a shoe, they want them to have Kikikickz in mind and go to their website rather than their competitors. They also wanted to engage those consumers who are closer to making a purchase to give them the push they need to finish their journey. As their slogan says, “You may not be a customer today, but you will be tomorrow.”
To achieve these goals, they partnered with Criteo on an awareness campaign, with video ads at the heart of their strategy to reach new audiences. Criteo also advised Kikikickz to use its commerce audience capability for acquisition, which uses the world’s largest open commerce dataset to identify in-market audiences for thousands of product categories. This enabled Kikikickz to reach highly qualified consumers actively in-market for sneakers, and therefore more likely to buy. When coupled with the premium reach of the video solution, both campaigns had a significant impact.
“Kikikickz uses most of the levers and works with almost all the players in the market. However, thanks to a mix of different solutions from Criteo, we have acquired new qualified traffic and boosted our conversions,” said Charles Goguelin, web director of Kikikickz.
Though the first objective of this campaign was to drive awareness, the results went beyond the expectations with an almost 3X return on their initial investment. Since its launch, the acquisition campaign has generated 275,984 visits to their website in 2021 (in only 7 months), with a bounce rate that was 5% lower than retargeting campaigns, showing the qualification of the audience. The video campaign was a key reason why the company reported great results compared to the previous year.
“No doubt, and thanks to these results, we have planned to relaunch the video campaigns in partnership with TikTok. I would definitely recommend Criteo, they really know how to boost your online presence,” adds Charles Goguelin.