CASE STUDY

Wilson boosts sales 180% through ad automation

 

 

Client: Wilson  |    OVERVIEW    |    CHALLENGE    |    SOLUTION    |  RESULTS 

CS imagen wilson <> google

Overview

Wilson increases sales by 180% and improves Paid Media ROI by 63% with data-driven digital marketing strategies

 

Wilson, a leading international sports brand, faced changing consumer interests in key European markets. To maintain brand engagement and relevance, they implemented innovative strategies based on advanced analytics, business intelligence and first-party data, achieving:

0%

Increase in global sales Q3 2023 - Q1 2024 vs. previous period

0%

Increase in ROI Q3 2023 - Q1 2024 vs. previous period

Challenge

Changes in consumer interests, disparate demand by country and growing competition

 
Wilson faced the following challenges:

  • Changing consumer interests: Sports interests in key European markets were evolving, posing a threat to Wilson's market share.

  • Disparate demand by country: Consumer preferences varied between markets, making it difficult to create uniform marketing strategies.

  • Increasing competition: Competitor investment was increasing, requiring more effective strategies to maintain brand relevance.

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Solution

Advanced analytics, data integration, customised audiences, dynamic product feeds and optimisation and automation

 
To address these challenges, Wilson partnered with Adsmurai to implement the following strategies:

  • Advanced analytics: Business intelligence tools were used to better understand changing consumer interests and market trends.

  • Data integration: Integrated first-party data from Wilson's CRM with Google Marketing Platform (GMP) tools.

  • Custom Audiences: Created qualified remarketing audiences and imported offline data to optimise campaign targeting.

  • Dynamic product feeds: Implemented Adsmurai feed technology to adapt product catalogues to market preferences.

  • Optimisation and automation: Data optimisation and automation tools were used to improve the quality of audiences, bids and catalogues.

Results

Higher sales, better ROI, more efficient advertising spend and strengthened market position. 

The strategies implemented had a significant impact on Wilson's business:

  • 180% increase in sales: Exponential sales growth was achieved through improved consumer understanding and accurate targeting.

  • Improved Paid Media ROI by 63%: Optimisation of ad campaigns based on real data led to greater efficiency in spend.

  • Increased ad spend efficiency: Precision targeting and automation reduced wasted advertising resources.

  • Strengthened market position: Wilson consolidated its position as a leader in key markets and expanded into new consumer segments.

The implementation of full funnel strategies together with first-party data and the use of Google's AI, has allowed us to achieve profitable and exponential growth in various brand verticals in the European market.
Mauri Carrió
Digital Marketing Manager EMEA, Wilson

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