Case Study: MIZAR – 67% Sales Growth and 17% ROAS Increase in the Second Half of 2024

Results

In the second half of 2024, MIZAR surpassed its initial objectives and achieved significant improvements in its online campaign performance, recording:

• +67% increase in the number of online purchases through Google Ads, Facebook Ads, and Instagram Ads.
• +17% increase in ROAS
• +42% increase in the marketing budget, despite a 40% increase in the average cost per click.

With over 28 years of experience in the fashion industry, MIZAR is a Romanian women's fashion brand known for its innovation, quality, and unique designs. Each collection is carefully crafted in its own design studio, offering over 1,000 new models annually that combine current trends with timeless elegance, available both online and in 19 physical stores across the country.

The challenge

The Romanian fashion industry is highly competitive, and in 2024, the entry of major players like Temu, Shein, and Trendyol significantly increased advertising costs, with an average 45% rise in cost-per-click in the Apparel segment. As a premium brand, MIZAR faced the challenge of remaining relevant and visible in a landscape dominated by aggressive discount strategies and strong advertising campaigns.

Our collaboration with MIZAR began in July 2024 with the primary objective of increasing order volume and improving online campaign performance without compromising the brand’s positioning. To achieve this, we decided to implement a multi-channel strategy, frequently optimized in real time.

The Marketing Strategy

In order to address market challenges and maximize sales growth, we implemented a well-coordinated multi-channel strategy combining paid and organic channels. The campaigns were continuously optimized in real time to ensure consistent and sustainable performance across all platforms.

A Multi-Channel Approach

Marketing campaigns were strategically distributed across multiple platforms (Google Ads, Facebook Ads, Instagram Ads, TikTok Ads, Email Marketing and Social Media Management), each playing a key role in the overall strategy:

• Google Ads: A mix of Search, Display, Demand Gen, and Performance Max (PMax) campaigns to maximize interest and conversions throughout the year.
• Facebook Ads & Instagram Ads: Awareness, Traffic, and Sales campaigns targeting both new users and remarketing audiences.
• TikTok Ads: Driving awareness and engagement among younger audiences.
• Email Marketing: Personalized newsletters, promotional reminders, and product recommendations based on user behavior.
• Social Media Management: Developing a well-defined content strategy, community management, and a structured posting calendar. We increased posting frequency to maintain high engagement and continuously attract new customers.

Real-Time Optimization

A key factor in our success was the continuous optimization of campaigns based on real-time performance data. Close collaboration with the MIZAR team was essential, ensuring constant updates on orders and performance, allowing us to quickly adjust budgets and fine-tune strategies for each platform.

Results Achieved

Following this multi-channel strategy, MIZAR recorded:

• +67% increase in the number of online purchases compared to the same period in 2023.
• +17% increase in ROAS from July to December 2024.
• +42% increase in the marketing budget, with continuous campaign adjustments.
• Enhanced performance across all channels, with significant growth in Social Media and Email Marketing engagement.

Additionally, the Black Friday campaign was a major success, reinforcing the long-term strategy’s impact. Between November 8-10, 2024, MIZAR recorded 1,300 orders, compared to 420 in the previous year, doubling ROAS and total sales revenue. Social Media generated significantly higher reach and link clicks, while the click rate in Email Marketing doubled, reaching 4.86% compared to 2.35% in the previous week.

Testimonial

„The strategy implemented in the second half of 2024 marked a significant success for MIZAR, not only during Black Friday but also in validating and strengthening the brand’s strategic direction. The outstanding results, including increased sales and improved ROAS, were the outcome of a well-designed tactical plan and the exceptional execution by both the Optimized and MIZAR teams. Our goal is to sustain this upward trajectory in 2025 as well.”

— Carmen Cristescu, Marketing & E-commerce Director, MIZAR

Conclusion: Why Did This Strategy Work?

• Multi-channel strategy: Integrating paid and organic channels to cover the entire conversion funnel.
• Constant optimization: Adjusting budgets and campaigns in real time to maximize performance.
• Adaptability: Quickly responding to market changes and consumer behavior.

💡 Want to achieve similar results for your brand? Let’s discuss a personalized strategy!