A Multi-market PPC strategy to sell excess stock
Otrium was established with the goal of ensuring that all clothing is utilized, as one out of every ten garments produced goes unsold. This not only represents a significant waste of creativity and labor but also squanders investments and natural resources. Otrium is transforming the fashion industry by leveraging technology to match each item on its platform with potential buyers and using data to guide demand-driven clothing production. However, this also poses challenges for Otrium's advertising. Each brand has specific preferences regarding how Otrium can promote its products, ranging from no advertising restrictions to various limitations. Managing this for Paid Search required eight full-time employees, yet achieving alignment remained difficult. With so many moving components, mistakes were common. Consequently, we collaborated with Otrium to implement a new, fully automated, highly scalable, and adaptable strategy for keyword, shopping, and DSA campaigns.