Growing ecommerce without cannibalizing the stores.
A basics womenswear brand established in inland São Paulo retail, with twelve stores and a young ecommerce. The quarter has to prove that online sales grow in a new region without leaning on the footfall the stores already generate.
The business context
Before any campaign opens, what sets the strategy is the sales model: where the brand is already known, where it still has to be discovered, and what inventory can carry.
Where the brand already sells
Five inland cities carry 78% of revenue. In those regions media captures demand that already exists.
Where it has to build
São Paulo city and the north coast account for 9% of revenue on 21% of sessions. Traffic is there, conversion is not.
What the catalog demands
Lingerie and loungewear carry the year. Swimwear takes 41% of revenue between November and January and disappears in winter.
Two separate budget fronts
Mature regions and the new region do not compete for the same budget. Blending them hides the inefficiency of the expansion inside the average of the established markets.
An entry category
Swimwear leads in São Paulo city, where search volume is higher and the ticket absorbs shipping. Basics come later, in retargeting.
Media plan
Goal for the cycle: 6.970 orders and R$1.32M in attributed revenue over 90 days, at 5.5x blended ROAS with CAC under R$36. Each funnel stage enters with its own CPM, CTR and conversion rate, and result volume comes from that stage's budget.
| Stage | Role in acquisition | Spend | CPM | Clicks | Orders | ROAS |
|---|---|---|---|---|---|---|
| Upper | Discovery in the new region, with swimwear as the entry category | R$84,000 | R$18.50 | 41,773 | 1,165 | 2.62x |
| Mid | Consideration: brand content, collection and proof of fit | R$60,000 | R$24.00 | 36,250 | 1,436 | 4.52x |
| Lower | Dynamic catalog and retargeting by recency window | R$96,000 | R$31.00 | 86,710 | 4,370 | 8.60x |
| Cycle total | R$240,000 | R$23.68 | 164,733 | 6,971 | 5.49x | |
| Scenario | Assumption that changes | Orders | Revenue | ROAS | CAC |
|---|---|---|---|---|---|
| Conservative | Conversion in the new region lands 20% under plan | 5,577 | R$1,054,053 | 4.39x | R$43.03 |
| Base case | Rates from the account's own 12-month history | 6,971 | R$1,317,519 | 5.49x | R$34.43 |
| Optimistic | Swimwear peaks early and the catalog scales before day 60 | 8,365 | R$1,580,985 | 6.59x | R$28.69 |
A forecast is a hypothesis. The first 14 days of delivery replace every market estimate with the account's own data, and the plan is recalculated on the real rates before the scaling phase.
Creative brief
What the design team receives once the plan is approved: asset by asset, with the performance hypothesis behind each one. Nine assets in the cycle, three per stage.
- Audience
- Women 25–44, São Paulo city and north coast, interested in fashion and travel
- Format
- Video 9:16, 12s · Reels, Stories and Shorts
- Specs
- 1080×1920, burned-in captions, logo in the last 2s
- Hypothesis
- A seasonal product with high search volume lowers discovery cost in a region with no history
A one-piece that holds. A bikini that leaves no marks.
Swimwear shown on real bodies, sizes 4 through 20.
- Audience
- 30-day visitors who did not add to cart
- Format
- Carousel 4:5, 5 cards · Feed
- Specs
- 1080×1350, the same product on three different body types
- Hypothesis
- The objection on basics is fit, and seeing the same piece on different bodies removes the doubt
The same piece on three different bodies.
No retouching, no clips at the back. This is how it fits.
- Audience
- 7, 14 and 28-day windows, segmented by category viewed
- Format
- Dynamic catalog 1:1 · Advantage+ and PMax
- Specs
- Feed carrying color, size in stock and price band
- Hypothesis
- A short recency window on the exact product viewed holds lower-funnel ROAS above 8x
You looked. It is still in your size.
Free shipping over R$199 across the state of São Paulo.
- Audience
- 12 km radius around the 12 stores, site visitors in the last 30 days
- Format
- Static 4:5 with a dynamic address module
- Specs
- 1080×1350, city name filled by a location variable
- Hypothesis
- In mature regions the store converts better than the site, so media should deliver footfall, not just sessions
Trying it on changes everything.
Vintra is in five cities across inland São Paulo.
| Stage | Cut-off metric | Floor | Reading window |
|---|---|---|---|
| Upper | 3-second video retention | 28% | After 40K impressions |
| Mid | Link click-through rate | 1.10% | After 25K impressions |
| Lower | ROAS on the asset | 5.00x | After 60 attributed sessions |
Delivery dashboard
Day 47 of 90. The dashboard opens on the indicator that decides the project and only then breaks into campaigns, so the conversation starts at the result rather than the table.
| Campaign | Stage | Spend | Revenue | ROAS | Orders | CAC |
|---|---|---|---|---|---|---|
| Dynamic catalog by category | Lower | R$38,200 | R$331,900 | 8.69x | 1,756 | R$21.75 |
| Retargeting, 7-day window | Lower | R$14,900 | R$119,400 | 8.01x | 632 | R$23.58 |
| Lifestyle consideration | Mid | R$24,100 | R$108,500 | 4.50x | 574 | R$41.99 |
| New swimwear collection | Mid | R$8,800 | R$39,700 | 4.51x | 210 | R$41.90 |
| Broad prospecting, São Paulo | Upper | R$31,700 | R$61,300 | 1.93x | 324 | R$97.84 |
| Lookalike of purchasers | Upper | R$10,700 | R$20,000 | 1.87x | 106 | R$100.94 |
| Cumulative through day 47 | R$128,400 | R$680,800 | 5.30x | 3,602 | R$35.65 | |
The read this week
- Lower funnel carries the cycle and upper funnel pays for it. Catalog and retargeting take 41% of the budget and return 66% of revenue. Prospecting in São Paulo is delivering 1.93x, under the 2.4x floor the plan assumed for the new region.
- Week 6 fell 3% against week 5 with no loss of efficiency. The dip came from delivery rather than conversion: frequency on the lower-funnel audience hit 4.1 and fresh reach dried up. The move is to refresh the pool, shifting R$6K from lower to mid funnel.
- Swimwear is responding ahead of plan. The category is already 34% of orders against the 22% planned for this point, which puts the cycle near the optimistic scenario if inventory keeps up.
- Decision taken to the client: cut broad prospecting by 25% and test a travel-interest audience in its place, holding total upper-funnel budget. Reassess on day 61.