Project overview
Initial Position
JUST Switzerland is a direct sales company that distributes its high-quality, natural cosmetics offline via its network of advisors and online in its e-commerce store in Switzerland. Webrepublic identified the need to improve brand awareness in order to boost the overall level of reach along the digital user journey. The aim was to launch a series of Discovery campaigns to complement the existing push-pull strategy.
- Sector:Cosmetics
Goals
- Increase brand awareness
- Generate relevant traffic for online store
Measures
JUST Switzerland opted to adopt a push-and-pull strategy as part of Google Ads in combination with Discovery search campaigns. The main idea behind this approach was to push a specific topic on a target group before meeting the subsequent demand using pull tactics. JUST Switzerland employed a visually arresting mobile-first format with which to accompany the user journey more effectively. The Discovery campaigns also generated demand within a specific target group, thereby capitalizing on the benefits provided by the intent-based ads and expanded targeting options.
Results
The Discovery campaigns led to an increase in brand awareness and funneled high-quality, relevant traffic to the platform, which in turn led to better performance.
- 132% increase in order volume
- 29% lower cost per conversion
- 41% increase in return on ad spend
"Discovery campaigns allow for more coverage across the full user journey and the various associated touchpoints. As the results of this collaboration with JUST show, it pays to launch campaigns like this as far as brand awareness and performance targets are concerned."Daniela Ertl
Team Manager SEA, Webrepublic AG
