Major French retailer streamlines their strategy and unlocks potential with Paragone

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Previously working with three agencies, a high-end French prêt-a-porter brand for women with hundreds of boutiques around the world turned to the Paragone Managed Service team to streamline and modernize their paid social ads strategy. They also wanted to simplify their overall performance tracking.

They were also eager to benefit from the expertise of the Paragone team in order to put into place campaign structures that were at once simple, innovative, and high-performing. One of their main goals was to achieve good results in terms of sales volume and return on investment.

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Strategy set-up

To get started, Paragone put into place a 5-step plan of action to reach the client’s goals:

1- Identifying the client’s needs
2- Account analysis and recommendations
3- Strategic planning: defining KPIs, objectives, costs, and audiences
4- Running A/B campaigns to test different elements: creatives, audiences, etc.
5- Analysis of results and optimization using Paragone tools

The objectives were to standardize the client’s campaigns in terms of structure, naming, audiences, and more. Paragone also put into place a strategy that would leverage the full potential of Facebook’s ad features through branding, engagement, and remarketing.

Facebook technical set-up

To get the client started, Paragone first tackled the technical set-up for their ads: the Facebook pixel, product catalog set-up, integration of offline data, and more.

As a Facebook Marketing Partner for Technical Services (formerly called Facebook Marketing Consultants), Paragone has been vetted by Facebook in our technical expertise and our proven ability to help clients set up optimal Facebook marketing.

Paragone tools to optimize performance

To drive better results for this client, we leveraged our own unique platform tools to optimize performance.

THE FRANCHISE FEATURE

This Paragone-exclusive solution simplifies budget allocation across store locations for store traffic campaigns. AI-1

AI RECOMMENDATIONS

The Paragone AI recommendation engine analyzes campaign performances on a daily basis and delivers specific, actionable recommendations to optimize ad performance.

The results

STORE TRAFFIC CAMPAIGN

When Paragone launched this client’s campaign in May, they achieved a competitive cost-per-thousand-impressions (CPM) of 1.26€, and a reach of 725K. By August, the CPM was decreased by 15%, and the campaign reach increased by 40%.

ONLINE SALES

When the online sales campaign launched in May, the global return-on-ad-spend (ROAS) was 5.85, and the cost-per-acquisition (CPA) was 19.10€. By August, the ROAS was increased by 22% and the CPA decreased by over half (55%).

GLOBAL RESULTS

With help from the cutting-edge tools of Paragone and the team’s in-depth expertise, this client achieved:

Read the full case study here.

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