Paid Media Performance Boost
In 2021, E-Leclerc tasked us with overseeing their paid media account and providing insights into the digital behaviors within the distribution market. Our work at Gigantic began with an analysis of industry data, focusing on two main questions: the total traffic volume generated by competitors and the traffic acquisition strategies employed by each brand, including direct traffic, search, referrals, paid media, social media, and email. With a clear understanding of E-Leclerc's market position, we collaborated with the marketing team to set yearly objectives. We selected two straightforward metrics: the monthly and annual number of website visitors, along with an engagement metric based on the number of pages viewed. In 2021, E-Leclerc achieved its first goal of over one million annual website visitors in Portugal, a noteworthy figure given the number of E-Leclerc stores relative to its competitors. This accomplishment was partly attributed to the success of Paid Media, which, with the same investment as the previous year, increased traffic from this source by 139%, more than doubling the results from 2020 and surpassing the set targets while reducing the acquisition cost by 50%. Performance has continued to grow in double-digit percentages up to the present day. These outcomes highlight the significance of aligning data, creativity, and content, as well as the impact that a performance-oriented management approach can have on any brand or industry.