$517,000 in Footwear Sales via Ecommerce Advertising
Case study details
The Challenge
Matava Shoes is an ecommerce footwear brand offering stylish, comfortable shoes for women across casual, dress, and athletic categories. They needed to scale online sales in a competitive direct-to-consumer fashion market.
Our Approach
We launched comprehensive Meta Ads campaigns leveraging dynamic product ads and lifestyle creative to showcase versatility and comfort.
Audience Strategy
We targeted women ages 25-55 with detailed interest layering:
- Fashion interests: Women's shoes, fashion, online shopping, fashion bloggers, specific footwear brands
- Lifestyle segments: Professional women, fitness enthusiasts, fashion-forward consumers
Lookalike audiences were built from:
- Purchasers
- High-value customers (multiple purchases)
- Email subscribers
Creative Strategy
We featured lifestyle photography showing Matava shoes in real-world settings:
- Office wear for professional women
- Casual outings and weekend looks
- Date night styling
- Travel-friendly options
Creative formats included:
- Video ads: 360-degree product views, comfort features, and style transformations pairing shoes with different outfits
- User-generated content: Customer photos adding authenticity and social proof
- Carousel ads: New collections, bestsellers, and seasonal styles
Dynamic Product Ads
We implemented dynamic product ads using Matava's full product catalog, automatically showing personalized ads featuring:
- Products users viewed on the website
- Items added to cart but not purchased
- Similar styles based on browsing behavior
Campaign Structure
We separated campaigns by funnel stage:
- Prospecting campaigns: Introduced the brand to cold audiences through interest and lookalike targeting
- Retargeting campaigns: Focused on site visitors and cart abandoners
- Retention campaigns: Targeted previous customers with new arrivals and loyalty offers
Landing Page Optimization
Product-specific landing pages included:
- Multiple product images from every angle
- Size charts to reduce returns
- Customer reviews and ratings
- Recommended styling suggestions
- Mobile-optimized checkout (most traffic came from mobile devices)
Promotional Testing
We tested various promotional strategies to find the highest-converting offers:
- Free shipping thresholds
- First-time buyer discounts
- Limited-time flash sales
- Bundle offers (buy 2 get 20% off)
Retargeting Sequences
Sequential retargeting moved prospects toward purchase:
- Exact product viewed
- Similar styles in the same category
- Discount offer to close the sale
Email List Building
Email capture campaigns built the subscriber list for ongoing email marketing and repeat purchase campaigns.
Results
Through dynamic product advertising, lifestyle creative, and strategic promotional testing, we generated $517,000 in footwear sales while building a loyal customer base, with retention campaigns contributing 35% of overall revenue.
