Social Media, Paid Performance Marketing

Calzedonia

Verb is proud to be strategising and managing the UK paid social advertising for the Calzedonia Group brands

01. OVERVIEW

The Calzedonia group includes the well-renowned brands Intimissimi, Calzedonia, and Tezenis and for over twenty years, the brands have been retailing underwear, swimwear, legwear, and clothes. With over 2,000 global boutiques, the brand is a household name and Verb is proud to be strategising and managing the paid social advertising for the Calzedonia brands within the UK.

Involvement

  • Paid Social Advertising

02. THE BRIEF

Verb was tasked to ultimately build awareness, drive footfall to stores and increase conversion, using paid social campaigns, for all three of the UK Calzedonia brands. Whilst not in the brief, Verb also make it a priority to learn more about each of the brand’s audiences to provide further insight and strengthen digital presence.

03. THE CHALLENGE

For the luxury market, more refined audiences typically sees better success as the audience who can afford luxury is smaller. When working with the Calzedonia brands, Verb found, the brand does not seem to be portrayed as very luxurious and therefore, with that comes less loyalty to the brand. As such, smaller audiences haven’t worked as well and instead, larger audiences have delivered more for the brands. We discovered this through A/B testing as well as monitoring and tweaking our strategy in response to the results.

04. RESULTS

60%

Increase in revenue

In Q4, Verb managed 24 campaigns across the three brands, reaching 15.3 million people. Verb aided the Calzedonia global brand to streamline campaign processes, seeding out new ways of working globally. The results speak for themselves with lowered CPC (cost per clicks) and CPM (cost per 1000 impressions) across Calzedonia, Tezenis and Intimissimi. Much of the success is from testing and learning and building upon each campaign and strategies. 

Get In touch

If you’re interested to see what we can do for your brand or learning more about us, our work, or our process, please get in touch.

Get in Touch