Parfym.se

Parfym partnered up with Bluebird with one strategy in mind - profits and growth. An equation that rarely adds up. But shifting from the traditional way of optimizing, reporting, and analyzing the top-line revenue to instead having a strong focus on profits proved to be a game changer that resulted in profitable growth. The project was even shortlisted as one of the best cases within retail eCom in the European Search Awards.

The Challenge

In a marketing landscape currently shaped by extraordinary macroeconomic movements that increase competition and put a strain on margins, Parfym.se’s main objective was to secure long-term profitable growth. To make it happen, Bluebird Media helped set in motion a strategic shift that would lead to establishing a competitive edge through the digital marketing strategy, and ultimately maximize long-term profits.

The Solution

Advanced reporting on profits across the entire channel and marketing mix, enabled us to shift budgets accordingly. This, alongside real-time profit optimization in Google ads, allowed us to focus on maximizing incremental profits after advertising spends instead of maximizing revenue with a given return on ad spend.

Kuvio.io was used to set up advanced reporting on profits across the entire channel and marketing mix, which allowed us to easily shift budgets accordingly. This, alongside real-time profit optimization in Google ads, allowed us to focus on maximizing incremental profits after advertising spends instead of maximizing revenue with a given return on ad spend.

The Results

The performance of the strategic shift towards profits brought in extreme increases in efficiency that enabled us to invest in further growth. The profit bidding and reporting uplift from Generic Search and Google Shopping resulted in 303% increase in profit after advertising spend, 166% increase in average profit per order, and 76% increase in revenue.