Challenge

Celio is an international menswear brand with a broad retail footprint and growing digital ambitions. As the brand looked to accelerate online growth, it faced a fragmented acquisition strategy that limited scale and efficiency

Paid media leaned heavily on branded traffic, capping reach. In-store visits were underleveraged in the digital mix. And a major platform migration posed risks to hard-earned organic visibility..

The brand needed to:

• Increase online sales volume without sacrificing return on ad spend
  
• Reduce dependence on branded search and reinvest in non-branded acquisition
  
• Activate store locations through geo-targeted campaigns
  
• Preserve organic growth during a high-risk transition to Salesforce Commerce Cloud

The broader challenge was to build a data-driven acquisition framework across channels that could evolve beyond short-term tactics and drive sustainable growth.

Strategy

We restructured Celio’s acquisition system around three pillars: profitability, omnichannel performance, and scalable reach.

• Rebalance paid search toward incremental value: Using Primelis Signal, we limited spend on low-value branded queries, activating brand ads only when they delivered measurable impact. This unlocked budget for non-branded acquisition through Performance Max and generic keyword campaigns, targeting higher-intent traffic.

 

• Make physical retail part of the digital plan: With stores remaining a key revenue driver, we elevated them into the digital strategy. Campaigns were restructured to integrate local data and proximity signals,aligning national strategy with local behavior.

 

• Validate media impact with GeoLift: After Celio acquired Camaïeu, leadership needed clarity on paid media’s role in driving online revenue. We structured a GeoLift test to measure incremental impact and support strategic decisions on scaling omnichannel media.

 

• Protect organic performance through platform migration: Ahead of Celio’s move to Salesforce Commerce Cloud, we built a strategy to preserve and expand organic search visibility. The focus: protect rankings, maintain technical health, and identify non-branded growth opportunities.

Execution

Paid search and shopping: We executed the rebalanced media mix through Primelis Signal, optimizing branded coverage for value and scaling non-branded investment via:

• Performance Max campaigns targeting high-margin product categories
  
• Generic keyword search campaigns
  
• Suppression of inefficient text ads where acquisition costs spiked
  

Shopping was optimized with continuous feed adjustments, seasonal alignment, and margin-based bidding strategies.

Store activation through localized campaigns: To bring the omnichannel plan to life, we launched store-level campaigns using MyBusiness data. Campaigns were split:

• High-performing stores received amplification to drive incremental revenue
  
• Lower-performing stores were targeted with localized offers and messaging
  

Proximity-based bidding and real-time creative adjustments maximized relevance and conversion.

GeoLift test design and analysis: To evaluate paid media’s offline impact, we ran a GeoLift experiment. Metrics such as average order value and store revenue were tracked. The results validated the uplift from digital investment and informed scaling across both Camaïeu brand.

Organic growth through structural optimization: As Celio migrated platforms, we conducted a full technical audit and content prioritization plan. Post-migration efforts focused on:

• Monitoring site health and crawlability
  
• Optimizing high-impact templates for non-branded search visibility
  
• Expanding content around thematic and geographic search clusters
  

This protected the brand’s position in search while opening up new traffic sources.

Social media performance: On Meta, we structured campaigns around key product drops, commercial moments, and brand collaborations like Naruto. Despite limited creative flexibility, performance was driven through:

• Consistent always-on presence
  
• Behavioral and geographic segmentation
  

Ongoing creative iteration supported by data

All figures reflect performance growth in 2023 compared to the same period in 2022.

Impact

Celio’s unified acquisition strategy unlocked measurable gains across performance, revenue, and efficiency. By integrating paid, organic, and local activation into a cohesive performance model, Celio transitioned from fragmented execution to a scalable system built for growth. The foundation now supports omnichannel impact, sustained efficiency, and long-term brand momentum.