Conscious footwear brand, Cariuma, hit the international DTC scene in 2018. Although agiley managing their growing brand amid the global pandemic, Cariuma partnered with January Digital in the Spring of 2021 to ensure the success of acquiring customers in such complex and uncertain times.
Harnessing current consumer ‘browsing’ behavior, we evolved Cariuma’s marketing-mix strategy to reach new customers and drive performance.
In early March 2021, January Digital set out to diversify Cariuma’s marketing mix to fold in Google’s latest entity, Discovery. Historically, Cariuma had primarily invested in Facebook for upper-funnel tactics, which made it challenging to reach new customers and drive consistent performance. With Discovery ads, brands can reach up to 3 billion people across mobile feeds on YouTube, Discovery, and Gmail—that’s 200 million more users since January 2020.
January Digital had seen success with Google Shopping & YouTube campaigns and Cariuma sought to test another highly visual format. Utilizing audience signals and customer intent, Discovery ads optimized the delivery of Cariuma’s existing paid social campaigns to render natively across Google feeds to re-target audiences.
In a mere two weeks of January Digital expertly launching Discovery ads into its overall strategy, Cariuma saw an 18% increase in customer conversion and a 67% uptick in CTR versus the two weeks prior. Quickly becoming an integral part of Cariuma’s evergreen acquisition strategy, it led to an account-wide surge across both conversion of new customers (54%) and click-through-rate (119%) PoP.
“January Digital continues to generate innovative strategies to get our collections in front of existing and potential customers. This campaign is just one example of their ingenuity. January Digital is the perfect confluence of a data-backed consultancy paired with the latest industry insights to empower our business goals.” - Felipe Araujo, Chief Digital Officer, Cariuma
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