Challenge
Balancing consistency with seasonal acceleration
woom is a leading Austrian children’s bike brand on a mission to empower children to love riding bikes. Known for its ultra-lightweight, high-quality bikes, the brand set out to strengthen its presence in Germany—its largest and most competitive market—while maintaining a premium brand experience and strong return on ad spend.
The key challenge was to strike the right balance of consistent always-on performance with incremental growth during seasonal peaks, such as the Spring cycling kick-off and the Back-to-School period. The category is highly influenced by weather patterns and parental buying behavior, requiring both agility and precision in execution.
Solution
Activating full-funnel performance through seasonality and first-party data
Together with Criteo, woom implemented a full-funnel digital strategy combining always-on retargeting with high-impact seasonal pushes.
Core tactics included:
- Three major activations:
- Spring Kick-off (March–April) to drive awareness and brand reactivation
- Back-to-School (August–September) to accelerate new customer acquisition
- woom WOW Bike Launch (October–November) promoting the brand’s new flagship model
- Always-On Retargeting to maintain conversion momentum between peak periods
- Continuous creative testing to ensure high localized performance and visual consistency
- First-party data integration via CDP partner Emarsys to enable smarter exclusions, better targeting, and increased efficiency
- Close cross-team collaboration between woom and Criteo (Customer Care, Technical Solutions, and Creative Services) for agile execution and fast response time
Results
Doubling traffic while improving efficiency
Germany quickly proved to be woom’s strongest growth market, with campaigns delivering exceptional performance across both seasonal and always-on activity. During peak periods, traffic and clicks surged by 130% compared to always-on benchmarks, while localized messaging and creative testing drove a 72% uplift in click-through rate.
By integrating first-party data from CDP partner Emarsys, woom was able to sharpen audience targeting, reduce waste, and improve cost efficiency—ultimately achieving stronger ROAS and lower cost-per-click. Always-on retargeting ensured consistent visibility and conversion stability between seasonal bursts, helping keep the brand top-of-mind throughout the child’s cycling journey. The collaboration with Emarsys also enabled smarter audience management and more personalized engagement, reinforcing a full-funnel strategy that connected reach with long-term results.
