Original Footwear: Driving Growth Through Profitability-Based Product Promotion

CSS DCO ECOMMERCE

Results & Achievements

+ 0 %

Conversion Rate

Turning website traffic into sales.

+ 0 %

Total Purchases

Significant increase in online purchases.

+ 0 %

Revenue

Increase in total ecommerce revenue.

HELPING CLIENTS STEP UP THEIR GAME

Original Footwear operates in the footwear industry, offering a wide product portfolio that includes women’s, men’s and children’s footwear, as well as accessories and selected brands. Among the key categories and brands featured on the ecommerce store is Plakton, for which the company is the official representative in Greece.

Our collaboration focused on increasing online sales while developing a performance marketing strategy that would not focus solely on revenue. Instead, product promotion was designed around the products’ actual commercial potential and profitability.

For the summer season, we developed a comprehensive promotional plan, connecting investment across digital channels with product and brand demand, performance and profitability.

Campaign Objectives

► Develop a performance marketing strategy that measures performance based not only on revenue, but also on actual profitability.

► Strengthen Plakton’s presence in the Greek market and increase demand for the brand through targeted digital activities.

► Establish a more data-driven decision-making process around which products should be promoted and at what level of investment.

Strategy & Approach

Ecommerce Research & Demand Analysis

Before designing the campaigns, we conducted demand and competition research, examining market trends, product categories and the opportunities presented during the summer season. This research helped us build a strategy that reflected the actual commercial conditions of the market rather than applying a horizontal approach across the entire product catalog.

Profitability-Based Product Strategy

We structured product promotion based on the performance and profitability of each product, category and brand. This allowed the available budget to be directed towards products with greater commercial value, while reducing investment in areas of the catalog that could not support a corresponding level of performance.

Plakton Brand Growth

An important part of the strategy was strengthening Plakton as a distinct brand within Original Footwear’s ecommerce ecosystem. Plakton has a significant product range on the ecommerce store, covering different lines and categories of anatomical footwear. We leveraged the available product portfolio to create more targeted brand exposure and increase visibility among users with relevant purchase intent.

Google Ads & Meta Ads

We implemented performance campaigns across Google Ads and Meta Ads, with a different role for each channel and a strategy tailored to the business’s commercial priorities. Campaign management was based on continuous performance evaluation, allowing investment to gradually shift towards the products and activities with the strongest potential.

Dynamic Creative Optimizer (DCO)

We leveraged the Dynamic Creative Optimizer to create dynamic product creatives, improving the way products were presented across advertising campaigns. This approach enabled more flexible and commercially focused promotion of the product portfolio.

Comparison Shopping Service (CSS)

We integrated Original Footwear into our Comparison Shopping Service, increasing the efficiency of Google Shopping campaigns and reducing CPC by 20% for the specific ads.

Custom Tracking & Data Collection

We implemented custom tracking to enable more accurate collection and utilization of data from digital activities. This provided a clearer view of product and campaign performance, supporting decisions around budget allocation.

OUR BATTLE PLAN

Summer Product Planning

Identifying the products, categories and brands that would be prioritized throughout the summer season.

Profitability-Based Budget Allocation

Allocating and reallocating budget based on product performance and commercial value.

Continuous Optimization

Continuously evaluating results and adjusting campaigns with the goal of maximizing sales and overall efficiency.

CLIENT TESTIMONIAL

Our collaboration with Original Footwear highlighted the importance of a performance strategy that approaches ecommerce as a

commercial activity

rather than simply an advertising channel. Connecting market research, product strategy, profitability and digital channels enabled

more effective

use of the available budget and drove significant growth throughout the summer season. At the same time, the targeted promotion of Plakton placed greater emphasis on an important brand within Original Footwear’s portfolio, strengthening its presence through a more structured performance-driven approach.

DISCOVER OUR WORK

Original Footwear: Driving Growth Through Profitability-Based Product Promotion

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Our collaboration with Original Footwear showed that ecommerce requires a commercial strategy, not just advertising. Integrating market research, product strategy, profitability, and digital channels optimized budget efficiency and drove strong summer growth. Additionally, targeted promotion of Plakton strengthened a key portfolio brand through a structured performance approach.

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How should I be prepared before starting?

Just let us know what you aim to achieve with your business, what marketing efforts you are currently making, as well as whether you have established a digital marketing budget.

Why does my company need marketing consulting?

Seeking marketing consulting from an expert marketing agency can provide valuable insights and strategies to help your business succeed.

How do i sign up for my project?

Enter your information in the form and we’ll contact you.

How should I be prepared before starting?

Just let us know what you aim to achieve with your business, what marketing efforts you are currently making, as well as whether you have established a digital marketing budget.

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