Décathlon is a well-known brand in France, but much less so in Ireland. Decathlon Ireland was looking for a partner to support them with the development of their ecommerce performance, but also to ensure the development of the brand's notoriety in Ireland and especially in Dublin with the opening of the first Decathlon Ireland shop in the country. In a context of COVID, which has been hindering the performance of the newly opened physical shop for several months, the e-commerce site had another mission: to cover the shop's loss of earnings following the lockdowns.
- We started by structuring the account under an MCC and several sub-accounts to separate the search, shopping, display and YouTube campaigns.
- We created more than 150 campaigns and segmented the campaigns with and without the brand terms to better control top of funnel acquisition (TOFU) and to feed the site with new visitors who were not yet familiar with the brand.
- We made extensive use of retargeting functions to optimise conversion rates on shopping cart abandonment, but also to work on brand recall.
- We made full use of auctions and smart shopping campaigns to simplify campaign management and spend our time on analysis and strategic thinking.
We also took the opportunity to explore the integration of new technology, including a solution that allows us to create on-the-fly product presentation videos using an HTML5 video editor.
👉 +280% additional revenue on the site
👉 +211% revenue on Google Year-on-Year
👉 ROAS = 🤯 (Return On Ad Spend)
👉 High in-store sales and footfall
👉 A brand recognised in Dublin and Ireland, and regularly quoted alongside IKEA in news articles such as the Irish Times.