Cases
LC Waikiki gains 97% CVR increase using Google’s AI solutions in a full-funnel campaign structure
Challenge: LC Waikiki (LCW) is a clothing and fashion retailer with over 1000 stores. The Ramadan season holds significant cultural and religious importance for its Turkish customers, and fashion demand usually increases prior to the Eid. LC Waikiki wanted to better-predict its customers’ demands by using its first-party data (1PD) and Google Cloud’s Vertex AI.
97%
Increase in CVR
27%
Increase in ROI
20%
Decrease in CPA
Approach: LCW’s goal was to create a user segment that’s expected to make purchases during the Ramadan 2024 period by analyzing the past three years of Ramadan purchase patterns and considering many factors, such as location and the time of the day.
Partnering with SEM: SEM used historical Google Analytics 4 (GA4) and BigQuery data (with IBQML) to model Ramadan segments. Then it developed a full-funnel marketing strategy with automated customer match lists in Google.
Results: After integrating 1PD and modeling on BigQuery with IBQML, LC Waikiki enhanced its campaign learnings, improved branding awareness, and boosted its amount of conversions. LCW achieved a 20% lower cost per acquisition (CPA) in its Demand Gen and GDN campaigns that bid the “add-to-cart” objective on the upper-funnel. On the lower-funnel, performance campaigns (i.e., YouTube Action, App campaigns for Engagement, and Performance Max) that target conversions saw a 27% higher return on investment (ROI). LCW also achieved a 97% increase in its conversion rate (CVR).