Holky z trhu: A normal brand for everyday girls is earning 16× more
Imagine walking through a market and stumbling upon a charming stall. It has plenty of comfortable clothing and two down-to-earth girls behind the counter.
Exactly such a stall exists online. It was founded by two sisters under the brand Holky z trhu. We helped them show the world that market-style comfort can rule the internet too.
+ 1632%
orders
12%
ROAS
1
strong brand
Carefully set up PPC campaigns are a good thing. But they won't guarantee long-term growth. Holky z trhu first needed to work on their brand.
Strategic questions: We helped the founders define their brand.
Customers: We gathered data on who shops at Holky z trhu.
Competition: We analyzed how they promote themselves and what people think of them.
The typical customer is a woman over 45 who isn't fond of online shopping. She doesn't like impersonal international brands or airbrushed models.
She wants to see the clothes on someone just like her.
Holky z trhu know exactly how these customers feel and what suits them.
What do you do when your competitors are orange and turquoise?
We chose earthy browns and greens that evoke a market stall.
What do you do when your competitors airbrush their models to perfection?
Holky z trhu photograph their pieces themselves on real women.
What do you do when your competitors use impersonal geometric shapes?
We opted for a hand-drawn stall.
“The key emotions the visual identity should evoke are ease, authenticity, and naturalness. Single-line illustrations feel feminine and relaxed.”
We love numbers. That’s why we were thrilled with the brief from Holky z trhu:
We want to generate hundreds of thousands in monthly revenue while maintaining a 12% cost-of-sales ratio. Make it happen.
And we made it happen.
Through research, we identified the size of the target audience. We calculated the frequency with which customers should encounter our ads. From that, we derived the required budget.
We reach 385,000 people once a week. That’s a total of 1,540,000 impressions per month, for which we need 231,000 CZK.
Google Ads
Performance Max and search, with Google Shopping performing best.
Sklik
A display network that is higher quality than Google’s and targets women 45+ effectively.
Customers here respond very well to our ads. It’s common to see hundreds of comments and likes.
Before we took over, Facebook was generating 7 orders a day. That’s not bad for a small brand. But we scaled Holky z trhu up to 110 orders per day and we’re still growing.
If you know your way around ads, you’re probably curious about our process. So, here are a few details just between us enthusiasts:
Google:
We fine-tuned the XML feed: price, image, description, and title.
We optimize based on ROAS: we hide unprofitable products.
We set up audience segments to refine targeting.
We improved all extensions, such as sitelinks, callouts, and call extensions.
Sklik:
We target women 45+ interested in buying women's clothing or plus sizes.
We use large banners to build brand awareness.
Facebook:
We use smart bidding. With these, Facebook invests during times when customers are most likely to make a purchase.
We supplemented the dynamic campaigns with posts and custom-made banners.
We support every ad with a campaign that increases post engagement.
We managed to increase the number of purchases while lowering the cost per click. The advertising earns more for less money.
They are doing great. Their brand is growing stronger and orders are on the rise.
They now see one hundred customers shopping daily, and orders have increased by 1,632%.
And we are far from finished.
"The collaboration is proceeding according to the pre-agreed plan. We appreciate the team's professionalism, the combination of analytics and creativity, and data-driven marketing."
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