Precision and performance on Netshoes' Black Friday • Unprecedented results with GMP
Black Friday has already established itself in Brazilian retail as the main event of the year and for Netshoes, the largest sports e-commerce player in the country, the date could not be any different.
As strategic performance partners for the brand, Monks was responsible for developing and executing a seasonal plan aimed at increasing sales and qualified traffic throughout the month of November, with a special focus on Black Friday week.
We understand the importance of a data-driven approach, which is why we relied on the Google Marketing Platform for the Netshoes strategy, which enabled both integrated management and real-time optimization of campaigns and measurement of results at each stage of the funnel, from awareness to conversion.
Orchestrating the integration of an omnichannel Black Friday.
Our plan focused on building an assertive user journey, to attract and engage the public from the top of the funnel. We needed advance awareness planning that would nurture leads and take them through the next stages, allowing back-end channels to operate more efficiently, converting users who were already engaged with the brand.
At the heart of this plan was the Google Marketing Platform (GMP), specifically its Display & Video 360 (DV360) product, where we were able to obtain a high volume of qualified sessions for the Netshoes website and app at a low cost from open auctions.
We combined good creative and segmentation with the maturity of the user journey, resulting in a well above average click-through rate. In addition, DV360 enabled a greater connection with media partners such as 365Scores and Spotify, which expanded the campaign's reach and diversified the ad formats.
Although the auctions were the main driver of this performance, the integration with other media offers that GMP makes possible was what enriched the plan and helped Netshoes to be present everywhere on Black Friday.
Efficiency is the word that defines it.
When we look at the performance of DV360's open auctions, which proved to be the main growth lever, we obtained a cost per session 51% lower than the front's overall average.
In addition to the cost savings, they were also responsible for 21% of all sessions generated by the front during the period, consolidating their position as the second largest source in terms of volume and qualified traffic directed to the Netshoes website and app. We also achieved a click-through rate 250% higher than the front-end average.
DV360 also contributed to increased engagement on sales channels and to the growth of Netshoes' user base, demonstrating that focusing on the consumer journey and relying on Google Marketing Platform technology was the right choice to achieve unprecedented results in a highly competitive period.
