Bernardo needed to stand out in an overwhelmingly crowded footwear market, drawing attention to the quality and craftsmanship of its heritage brand while also appealing to modern digital shoppers. The brand was also hoping to drive consistent seasonal revenue, with a focus on conversions for both iconic best-sellers and newer footwear designs.
We took a multi-layered approach to driving sales, starting with Google Ads and a strong focus on branded terms, layering in product ads, and consistently ramping up shopping and dynamic product ads along with in-market and affinity targeting. On Facebook and Instagram, we focused heavily on Bernardo’s seasonal offerings, promoting warm-weather products like sandals through engaging ad formats in the summer and in warmer climates, while focusing on colder-weather products like boots in fall and winter and adjusting budgets according to season. We also developed an advanced budgeting strategy around seasonality, delivering an RoAS close to 1,000% in historically slower months with lower budgets, but higher revenue (and lower RoAS) in historically successful months.
Good & Gold is an amazing partner. They are creative and nimble, and are always proactive in suggesting ways to improve our business. They’re also a great sounding board, especially when it comes to SEO and digital marketing. I would highly recommend working with them!
— Mark Tanno, VP, Marketing