Illesteva needed to quickly grow its online sales to reach its annual forecasted goals. The brand’s wholesale accounts and celebrity following had built a loyal customer base, but to further grow it would need to expand into new online audiences. 

The brand’s aesthetic appeal lent itself to a visual medium, but it was important that the right creative be matched with the optimal audience. The campaigns would need a strong creative testing framework.

Furthermore, while the wholesale accounts introduced the brands to new customers, they created competition in branded search channels; which led to increased cost for high value conversions.

In order to reach the brand’s aggressive goals, Illesteva needed a comprehensive media plan and channel strategy that focused on building brand awareness, taking advantage of unique flash sales, and testing into new audiences. 

The overall campaign framework utilized a multi-segmented audience segment and dynamic ad creative, to ensure each customer was exposed to highly relevant ad creative. 

The campaign also addressed competition across branded keywords. Illesteva was able to efficiently maintain brand share of voice by utilizing intelligent bidding practices and tracking incremental revenue from branded search.