Hello, hello, friends of the Agência e-Plus blog, how are you, how are you? Today I come to tell you another success story, but this time in the area of Digital Marketing. Dafiti e-commerce used Google Pmax ad campaigns and, in this way, considerably increased the number of customers, with a low acquisition cost. Check it out next!
DISCOVER DAFITI
Dafiti is today the largest lifestyle fashion group in Latin America. But it wasn't always that way. Founded in 2011 by Brazilian Philipp Povel in partnership with Frenchman Thibaud Lecuyer and Germans Malte Huffmann and Malte Horeyseck, the company started with R$50 million in capital from the startup incubator Rocket Internet.
Headquartered in the city of São Paulo, Brazil, Dafiti opened branches in Chile and Argentina in 2011. The following year, it also opened a branch in Colombia, thus becoming a multinational. In 2013, the company founded a Distribution Center in Jundiaí, in the interior of the State of São Paulo, and launched mobile applications from its store for Android and iOS.
Two years later, in 2015, the Dafiti, Kanui, and Tricae brands merged, giving rise to the Dafiti Group. As a result, the company experienced significant growth. It then became the representative of Latin America in the largest international group of emerging fashion e-commerce companies, the Global Fashion Group (GFG). In the same year, it launched a marketplace , thereby expanding the number of products, categories, and niches.
In 2018, Dafiti Group reported Net Revenue from Merchandise Sales of R$1,4 billion obtained in the previous year. And in 2019, with global operations in 17 countries, the group opened an IPO on the Frankfurt stock exchange. Shortly after the Covid-19 pandemic, however, online sales declined. Therefore, the company started to consider the use of a new advertising tool, Google PMax. Keep reading to find out more!
THE DAFITI GOOGLE PMAX PROJECT
The Dafiti project with Google PMax consisted of increasing the number of the company's customers in the post-pandemic period, when the intensity of online shopping had decreased dramatically. Furthermore, the project aimed to reduce the cost of customer acquisition and, in this way, increase profitability as much as possible.
SOLUTIONS
Until 2022, the e-commerce company Dafiti had been using Shopping campaigns to promote its products. However, Shopping offers less automation compared to Google Pmax campaigns. Therefore, the company decided to first conduct a test; see below:
- Test with PMax for Retail: Through Google's PMax for Retail campaigns feature, e-commerce Dafiti created different creatives on a theme and launched campaigns aimed at generating new customers. This made it possible to collect more insights on consumer behavior and interests. The tests were a success and paved the way for continued use of the tool;
- Artificial Intelligence: Google PMax campaigns AI identifies new consumers who are most likely to purchase with Dafiti. The algorithm delivers the most appropriate message (advertising) to the right consumer, at the ideal time, thus generating more return.
With Google PMax solutions, Dafiti once again generated more sales for more customers and, to the happiness of the company's directors, with less costs. Below I present some results obtained by the company Dafiti using this resource. Check out!
PROJECT RESULTS
According to data from Think With Google , using Google PMax campaigns, Dafiti Group achieved:
- 9,45% increase in the volume of new customers;
- 26% reduction in cost per acquisition.
As you can see, the brand started to reach more consumers while spending less. This fulfilled the company's objectives when investing in the tool. And if it worked for Dafiti, then it can work in your e-commerce too. It's worth using!
HOW TO IMPLEMENT GOOGLE PMAX CAMPAIGNS?
To implement Google PMax campaigns, rely on the support of e-Plus Agency. e-Plus Agency is Google Ads certified and holds the Google Partner Premier badge , placing it among the top 3% of Google partners in promoting products for online e-commerce businesses like yours.
With more than 10 years of tradition, Agência e-Plus is the Digital Marketing agency of choice for manufacturers, wholesalers and retailers when promoting products online. The e-Plus Agency operates in Brazil, Portugal, Spain, Argentina, Colombia, Costa Rica, Ecuador and other countries. To hire, click the button below and start a conversation with our team right now:
