Salsa Jeans

Salsa Jeans operates in 15 countries. In the markets we manage, the goal was to maximise the online channel during the two toughest months of the year for fashion: January (sales) and February (new collection launch).

February is the month when the fashion sector posts its worst numbers. Demand drops because consumers have already spent during the sales period. Making a new collection compelling in that context requires a very precise media and messaging strategy.

A coordinated SEO and paid media strategy across two phases, with different channels depending on the moment.

In January, all communications centred on the sales. Main channels: Google (Display, Search and Discovery) and Meta. Complementary activity on Pinterest and TikTok to extend reach into new audiences.

In February, we split the month in two. The first half extended the sales messaging to capture the tail of demand. The second half pivoted to the new collection to activate early purchases.

On Meta we pushed hard with Advantage Shopping Campaigns (ASC): a format that automates segmentation, placements and creative through machine learning. We combined it with traditional full-funnel campaigns. That combination was what multiplied performance compared to previous years.