Privalia reduz CPC em 67% com proteção de marca
Published on
On the market for 14 years, Privalia is a fashion and lifestyle reference portal that connects consumers to the most desired brands in Brazil and the world. With an intuitive and accessible platform, Privalia stands out for its daily news for men, women, children and the home. Furthermore, the company provides access to major brands at unprecedented and exclusive prices, offering a unique and affordable shopping experience for its customers. Finally, it is essential to say that Privalia is committed to the quality and authenticity of the products offered, guaranteeing the satisfaction and trust of all its consumers.
Privalia, being a platform that offers more than 1,500 brands per month and products from different segments, faced the challenge of dealing with a large number of digital aggressors who purchased exclusive brand terms and triggered advertisements, generating unfair competition and compromising the integrity of Privalia's advertising campaigns.
To overcome these threats, agility in communications and the search for contacts needed to be a differentiator to guarantee brand protection and the effectiveness of marketing campaigns. Furthermore, it was essential to constantly monitor the digital environment to identify and neutralize new occurrences, keeping Privalia's reputation intact.
The strategy developed together with Privalia began by identifying the aggressors who appeared most frequently. Over time, we mediate the negatives, always maintaining close contact with the Apis3 team, the agency responsible for Privalia's media campaigns. Both the brand and agency teams worked together with Branddi throughout almost a year of partnership. This collaboration resulted in a reduction in the cost per click (institutional CPC) and the number of occurrences, ensuring a positive return on investment (ROI). In this way, the Brand Strategy team also mediated the agreements and managed to eliminate 90% of the aggressors, ensuring the protection of the brand and the efficiency of the campaigns.
Furthermore, the partnership allowed the creation of preventive strategies to avoid future problems, further strengthening Privalia's presence in the market it occupies!