ETAM

Drive ETAM's online sales in Spain while supporting its internationalization plan. The model was omnichannel: online sales had to coexist with and complement physical stores, using mechanics such as Click & Collect and in-store iPads to order out-of-stock items. The digital channel had to grow without cannibalizing the physical one.

Strategy initially focused on Facebook as the primary channel, with all investment in direct conversion campaigns. As Instagram's growing weight in fashion became evident, we expanded to eCommerce traffic campaigns, Lead Ads, and store-visit campaigns for physical locations.

Data analysis on targeted audiences to build custom segments with high conversion rates. Ongoing tests of placements, formats, and CTAs with careful attention to brand image. The strategy multiplied online sales and enabled the opening of new physical stores. Facebook recognized the case as a success story.