MIZUNO INCREASES ROI WITH TARGETED MARKETING

Mizuno, a leading Japanese sports brand with ambitious e-commerce goals, was looking for an approach to get more value out of their marketing budget. Their goal was to increase return on ad spend (ROAS) and thus optimize their digital marketing investments.

The challenge

Mizuno was not satisfied with their current ROAS and wanted to see significant improvements. They needed a strategic partner who could work with them to achieve this goal.

Our solution

We started with a thorough analysis of historical data and sparring sessions with the Mizuno team to identify quick wins. This showed that the current ROAS was not sufficient to reach their ambitious revenue targets. Our growth plan focused on two crucial metrics: ROAS and conversion rate.

Our approach included:

Google Ads Campaign Restructuring: We re-mapped the campaign structure to gain better control over budget spend by country and sport category. This allowed us to allocate budgets strategically and scale quickly in high-performing categories. This approach allowed us to optimize ROAS at both the country and category level.
Social media conversion campaigns: In addition to Google Ads, we added social media conversion campaigns to the marketing mix, with the aim of strengthening Mizuno’s presence in the target group and boosting conversions. Through retargeting, we were able to re-engage potential customers who had shown interest in the products, which contributed to an increased overall ROAS.
Experiments & A/B testing: We implemented a continuous A/B testing process, using among others the AI tool Confect. This tool helped us design ads more efficiently, saving both design costs and freeing up more budget for viewability. By testing product categories on a monthly basis and applying automated bidding strategies for brand search, we were able to quickly identify and optimize the best performing campaigns.

THE RESULT

Our approach resulted in a significant improvement in both ROAS and conversion rate, meaning Mizuno now gets more value from every euro invested in their marketing campaigns.

In 5 months…

… of ROAS with 310%;
… It conversion rate with 22%;
… of revenue from e-mail with 73%.

Increase in ROAS

0 %

Increase in conversion rate

0 %

More email sales

0 %

Conclusion

The partnership with Mizuno illustrates the power of a strategic, data-driven approach in growth marketing. By restructuring campaigns, experimenting with new tools like Confect, and continuously optimizing strategies, we helped Mizuno achieve their ambitious e-commerce goals with impressive results.

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