Ferragamo

The Objective

Unlock Ferragamo's brand potential by strengthening engagement with its key audiences.

Salvatore Ferragamo is a renowned Italian luxury fashion house established in 1927 by its namesake founder. The brand specializes in designing and manufacturing footwear, leather goods, apparel, and accessories for both men and women. Over the decades, Ferragamo has become synonymous with exceptional craftsmanship, innovation, and timeless elegance, solidifying its position as a leader in the global luxury market.

The brand distributes its unique products through a network of directly operated mono-brand stores and an established e-commerce platform. This dual-channel approach ensures a cohesive brand experience, allowing customers worldwide to access Ferragamo's luxury offerings both in-store and online. The primary challenge for Ferragamo was to fully unleash its brand potential by strengthening engagement with key audiences in the US and leveraging its distinctive narrative and elevated experience. This entailed enhancing customer interaction, enriching the storytelling of the brand's heritage, and elevating the overall consumer experience to foster deeper connections with both existing and potential customers, generating sales in the two sales channels.

The Solution

An Always-On Reach & Traffic successful strategy assessed by Media Mix Modeling.

Ferragamo successfully captured key audience attention and intent through an always-on media strategy. The brand launched Brand impactful campaigns with a Reach objective. Once engaged with its strategic audience, Ferragamo reinforced consumer interest by driving them toward its point of sale, ensuring continued interaction and conversion.

To comprehensively assess the impact of each channel and media within the media plan, and to better understand TikTok's role in its strategy, Ferragamo partnered with Intarget and Core Analytics to conduct a Media Mix Modelling (MMM) study. This advanced analytical approach, representing the state-of-the-art in marketing measurement, was used to validate results and provide actionable insights.

The MMM study integrated a wide range of data, including both offline and online media performance, seasonality, market trends, and other external variables. By leveraging these sophisticated methodologies, Ferragamo was able to quantify the impact of baseline sales, incremental sales driven by media activity, and other influencing factors.

A key aspect of the study was the granular analysis of sales across different channels. Ferragamo examined in-store and e-commerce sales separately, allowing for a precise evaluation of TikTok’s contribution to each channel. This approach enabled a deeper understanding of how digital and traditional media influenced consumer behavior, ultimately guiding more strategic investment in future campaigns.

The Results

TikTok's ROAS exceeded total media and effectively boosted Ferragamo's sales.

Overall, compared to total media spend, TikTok's ROAS exceeded total media by 1.2x. In the upper funnel (awareness) in particular, TikTok’s ROAS outperformed 2x the average media results.

This performance was driven by incremental revenue growth across both physical stores and e-commerce, fueled by a robust omnichannel strategy. This TikTok omnichannel strategy effectively boosted sales, with:

• 57% contribution to offline sales

• 43% contribution to e-commerce sales

This success was underpinned by product-focused content and a highly effective targeting strategy, resulting in (compared to other branding channels):

• A 34% lower CPVC* at the upper funnel

• A 31% higher CTR**, showcasing deeper engagement

*CPVC (Cost Per View Completion) **CTR (Click Through Rate)