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.