Solmar is a Ukrainian clothing brand operating in Ukraine and abroad, with 26 stores in Ukraine.
Implement an advertising strategy to strengthen the brand's position in Ukraine and enter the Polish market.
In this case study, we share how we adapted the strategy to the peculiarities of the Polish audience and achieved the desired goals in the new region.
To gain a foothold in the Polish market and maintain the ROAS at the approved level.
When dealing with requests to scale a brand to other countries, we usually start from the client's long-term business goals. Earlier we wrote a case study about the Ukrainian brand Aris Pack, which found its target audience in Poland.
In the case of Solmar, we understood the client's overall business strategy and the specifics of its operations in Ukraine. But Poland is a new market.
The brand entered this market only in 2023 and was still little known, although brand awareness is a crucial factor for sales in the fashion segment. So, as part of the project, we actually had to solve two tasks: the key one was to increase the conversion rate, and the other was to work on brand awareness.
Since Solmar started out as an online business and only later expanded its offline operations in Ukraine, the brand was well aware of the mutual influence of offline and online and vice versa. This became the basis for strategic planning to open offline stores in a new region - Poland - to increase brand awareness in the market.
Since the beginning of our cooperation, we have been implementing advertising campaigns for Solmar in two countries simultaneously.
Although the strategy for using the tools remains the same for both regions, to successfully adapt to the new market, it was important to take into account the behavioral patterns of Polish consumers, local holidays with high activity (for example, Mother's Day), and the impact of weather on regional sales. A Google manager helped us a lot with this, sharing insights into the fashion niche at the seasonal level.
For Solmar, we have developed recommendations for using paid promotion channels, adapted to the local market in Poland. The main emphasis is on strategic management aimed at maximizing results.
Demand Gen is a campaign that creates interest and demand for a product or service among a new audience. Its goal is to introduce the audience to the brand, get them interested and engage them in interaction, even if they are not yet ready to buy.
We have divided our work into short-term and long-term goals, taking into account the specifics of the niche and the client's business objectives.
Short-term goals: the focus is on achieving results “here and now”. The main emphasis is on increasing the number of conversions while maintaining the set ROAS level.
ROAS is a key indicator of the effectiveness of advertising campaigns, which reflects how much revenue each hryvnia (dollar, euro, etc.) spent on advertising generates.
Long-term goals: In the competitive fashion niche, the key performance indicator for long-term launches was the growth of brand traffic.
Despite the fact that Solmar came to us with the task of increasing CR while maintaining ROAS at a certain level, after a while they decided to reduce it and check whether it would affect the dynamics of conversion growth.
With this in mind, we reformatted the campaigns, keeping ROAS at a level not lower than the new limit. Performance Max campaigns showed the best results during this period.
We also optimized the campaigns by testing different audience signals and ad formats. On the eve of sales, new collections, or seasonal changes, we updated banners and adapted ads to draw the target audience's attention to these events.
As a result, we managed to increase the number of conversions while maintaining ROAS within the set targets.
During the cooperation with Solmar, we managed to provide the client with the desired result - an increase in conversions within the specified ROAS.
In addition, the second goal was achieved - more branded traffic and increased brand awareness.
Our cooperation with Solmar in the Ukrainian and Polish markets continues.
The client has a strong marketing team working to strengthen the brand's competitiveness. At the same time, Solmar remains open to cooperation and implementation of our recommendations.
Promodo, as a Google Premium Partner, has the opportunity to work with top Google managers and receive up-to-date market and beta information from them. This allows us to respond as quickly as possible and achieve high performance.
We are grateful to the team for their professional approach to setting up and optimizing Google Ads. Thanks to a clear strategy and constant analysis of the results, we managed to improve the effectiveness of our advertising campaigns.I would also like to mention the communication - always fast, transparent, and result-oriented.
Yevhen Denin
Performance Marketing Specialists Solmar
Case studies
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