Increase in ROAS and Organic Performances with Advertising and Creative Assets: Scholl Shoes

Introduction

Scholl Shoes, a renowned brand in the footwear industry, partnered with Kiliagon in June 2023 with the objective of significantly increasing revenues and efficiently managing their presence on Amazon. The collaboration aimed to enhance brand visibility and optimize performance across multiple Amazon channels.

ACTIVITIES

Full Channel Management

In the very initial phase, the Kiliagon team completely restructured the account, working on different semantic areas and creating campaigns that could display the most relevant product for the user, initially focusing primarily on keyword relevancy. Initially, the effort was focused solely on peak periods for the product category, but subsequently, the importance of continuing promotional efforts continuously to maintain high traffic and sales volumes became evident.

Creative Assets

Kiliagon developed a comprehensive suite of creative assets for Scholl, which included the creation of a fully revamped and visually appealing Store Page, the crafting of compelling and engaging set of Brand Story to better resonate with the target audience, as well as significant enhancements to A+ content aimed at enriching product descriptions, and thorough improvements to product detail pages (PDP) to ensure a more seamless and informative shopping experience for customers.

Variations

Kiliagon undertook an extensive project to sort and organize the entire Scholl product catalog, ensuring that all variations were meticulously categorized and arranged. This streamlined approach improved the shopping experience, helping customers quickly find the items they were looking for and choose the best options to meet their needs.

Advertising

A key focus of Kiliagon’s strategy was placed on optimizing the return on advertising spend (ROAS) for Scholl’s professional footwear line, particularly in the highly competitive markets of Italy and Germany. By leveraging advanced Amazon advertising strategies such as keyword optimization, strategic bidding, and targeted Sponsored Product and Sponsored Brand campaigns, Kiliagon was able to increase visibility and reach the right audience segments. In addition, the team employed ongoing performance analysis and adjustments to ensure that the ads delivered maximum value, ultimately driving both increased traffic and higher conversion rates for Scholl’s products. This targeted approach played a crucial role in improving the efficiency of the advertising spend while significantly boosting sales in these key markets.

RESULTS ACHIEVED 2022 VS 2023 (pre-post partnership)

The collaboration yielded outstanding results. Across the EU5 markets, Scholl Shoes experienced a 79% year-over-year increase in sellout, with Italy showing a remarkable growth of 96%, the UK 78%, and Germany 63%

Advertising

In Italy in the final quarter of 2023, the total ROAS improved by 17% year-over-year, with Q4 alone seeing a 44% increase. The advertising budget for Q4 grew by 69%, leading to an impressive 144% rise in advertising revenues. Similarly, in Germany, Q4 advertising revenues increased by 106%, supported by a 31% rise in total ROAS.

The significant growth in Total ROAS demonstrates not only the effectiveness of Kiliagon’s advertising strategies but also highlights the broader positive impact these activities had on Scholl Shoes’ organic performance. By enhancing brand visibility and driving more targeted traffic through paid campaigns, Kiliagon was able to indirectly boost organic search rankings and visibility. This synergistic effect between paid advertising and organic performance created a virtuous cycle, where increased exposure from ads contributed to stronger overall brand presence, resulting in higher organic conversions and sustained growth across both paid and unpaid channels.

This successful partnership illustrates Kiliagon’s expertise to manage Amazon channels effectively and drive significant growth for Scholl Shoes, solidifying its presence across key European markets.

Client Testimonial

Client Testimonial 

“Collaborating with Kiliagon has transformed our presence on Amazon. Thanks to their comprehensive channel management and advertising campaign optimization, we have significantly improved both our organic and paid performance. The Kiliagon team delivered outstanding results—not only did we see an increase in ROAS, but also greater brand visibility that strengthened our position in key markets. Their expertise and strategic approach helped us achieve goals that exceeded our expectations.”

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