Versace

The Objective

For the launch of La Vacanza, Versace’s summer collection, the brand aimed at building a strategy that would not only showcase the collection but also deliver measurable business impact. The goal was to find the perfect balance between brand awareness and conversions, ensuring that the collection would seamlessly translate into purchase intent, particularly in the highly competitive US market.

The Solution

A full-funnel, always-on strategy powered by Smart+ Catalog and Search Ads.

In close collaboration with Wavemaker Italy, a WPP Media Brand, Versace rolled out an always-on, full-funnel media strategy designed to maximize the new collection’s visibility while driving qualified traffic and conversions. By combining Smart+ Catalog Ads with a parallel Search Ads activation, the brand successfully intercepted mid- and lower-funnel demand, shortening the customer journey and reducing time to purchase.

Key elements included:

• Scaling investment strategically to allow the algorithm to move beyond the learning phase and unlock advanced optimization.

• Broad targeting expansion, which helped reach new, high-value audiences while fueling the top of the funnel.

• Diversifying creatives with both Video Shopping Ads and Catalog Ads, elevating product storytelling and engagement,

• Leveraging best-in-class Smart+ and Search practices, ensuring campaigns were set up for maximum efficiency and learning.

This integrated approach resulted in continuous optimization and a seamless consumer experience, with always-on activity ensuring the collection would stay top-of-mind throughout the season.

The Results

Accelerated purchase journey and improved ROAS, and revenue growth.

The campaign delivered exceptional results:

• A significant lift in ROAS and incremental revenue driven by optimized bidding and targeting strategies.

• A drastically shortened path to purchase, proving the synergy between Search and Shopping Ads.

• Strong engagement metrics, with increased content views and interaction across ad formats.

The robust collaboration with Wavemaker Italy, a WPP Media Brand, played a crucial role in orchestrating seamless data-driven execution. By combining strategic investment, creative diversification, and cutting-edge automation, Versace successfully turned this collection launch into standout success.