How MUST’IT maximized full-funnel marketing performance
Nothing can eternalize a moment like jewelry. Whether it’s a wedding ring, or earrings gifted by a beloved relative, these pieces forever connect us to the events and people that define us.
Since opening its first jewelry store in in Sao Paulo in 1962, Vivara has celebrated the power of jewelry to tell a story and create unforgettable moments. This passion, combined with their commitment to quality and craftsmanship have made them Brazil’s largest jewelry chain, and the most awarded in the category.
As a well-established brand that recently went public, Vivara is focused on growth, primarily through conversion-focused advertising campaigns that drive purchases. But with aggressive Return on Ad Spend (ROAS) goals, they were looking for ways to further optimize their campaigns
Vivara had been running successful conversion campaigns with Criteo, but their team was spending a fair amount of time adjusting cost-per-clicks (CPCs) to meet their goals. Even with the manual management, there were times when the campaigns overspent, or did not meet their performance target.
To improve performance, Vivara activated Criteo’s automated bidding tool. Automated bidding enabled Vivara to directly edit their cost of sale (COS) and let Criteo’s engine automatically adapt CPCs on their behalf to reach their target.
By turning on automated bidding, Vivara removed the manual burden, and ensured that their campaigns stayed within budget. In fact, within five months of activating automated bidding, the Criteo campaign was the most successful in their media portfolio, with the most growth.
Paulo Thiago Camello, Vivara’s Head of Digital Business, said, “With Criteo we can reach new customers and maintain a good relationship with the fixed customer. With actions taken by Criteo, we were able to increase our ROI and increase customer acquisition.”
Vivara’s main goal is to be the first brand customers think of when it’s time to buy a gift or celebrate a milestone. They see Criteo as a continuing part of their efforts there.
Paulo Thiago Camello elaborates, “Finding new customers with countless direct and indirect competitors is a great challenge, and being able to re-impact and guarantee the visibility of the brand to users and having the chance to be remembered in moments of decision helps us a lot. Together with Criteo we can always be remembered.”
With the time that Vivara’s team has saved with the automated bidding tool, they plan to work with Criteo to strategize new ways to stand out, stay top of mind, and bring customers back to convert.
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