Challenge
Expanding customer acquisition and maximizing conversion rates in a competitive fashion market
Marithé François Girbaud was established in 1972 by French designers Marithé Bacheillerie and François Girbaud. Since 2019, the brand has undergone a remarkable transformation under the leadership of Shin Chanho, CEO of Layer Corporation, embracing a modern lifestyle-focused approach. This rebranding has propelled the brand’s growth, positioning it as a leader in K-fashion trends across Asia.
Amid intense competition in the fashion industry, Marithé François Girbaud has achieved significant growth, particularly following the successful rebranding of its women’s line. Building on this momentum, the brand has expanded its product portfolio to include a men’s line and launched a new kids’ line, MARITHÉ KIDS.
As the brand broadened its product offerings, acquiring new customer segments—such as men and parents—became critical. In addition to driving new customer acquisition, increasing conversion rates across the customer journey emerged as a key priority.
To address these challenges, Marithé François Girbaud leveraged Criteo’s Acquisition Audiences, which had already demonstrated high efficiency among their existing advertising channels. Criteo’s ability to analyze individual customer patterns and interests to deliver customized, tailored advertisements made it the ideal solution for the brand’s goals.
Solution
From retargeting loyal customers to expanding new customer acquisition with advanced audience strategies
Marithé François Girbaud had previously focused its Criteo campaigns on retargeting loyal customers, successfully driving retention and maintaining strong conversion rates. However, as the brand expanded its product lineup, the limitations of campaigns targeting existing customers became apparent. To address this, the brand sought to leverage Criteo’s solutions to secure new high-value customers with interests closely aligned to those of their loyal customer base.
Marithé François Girbaud turned to Criteo’s Prospecting and Lookalike Audiences to strategically drive new customer acquisition. Among Criteo’s diverse range of upper-funnel audience solutions for acquiring new customers, Prospecting Audiences stood out for their ability to quickly identify users with a high likelihood of visiting the website in the short term. This made it possible to maximize site traffic and generate conversions effectively. In addition, the brand utilized Lookalike Audiences, which focus on identifying users with shopping behaviors and patterns similar to those of existing high-value customers. By leveraging the identity of their current customer base, Marithé François Girbaud was able to attract new customers and ultimately convert them into loyal advocates for the brand.
Results
Driving mid-to-long-lerm growth with a multi-faceted acquisition strategy
By consistently running two tracks of Acquisition Audiences alongside their existing retargeting campaigns, Marithé François Girbaud achieved a significant increase in their overall active website audience. The campaign did not stop at simply driving new visitors to the website, the primary goal of upper-funnel campaigns. Instead, by actively utilizing Criteo’s audience data during the targeting stage, the brand was able to effectively identify and attract high-value customers.
As a result, the influx of high-value new customers led to a gradual increase in overall revenue. Compared to the previous strategy of running retargeting campaigns alone, the new approach achieved:
- 1.6x increase in revenue
- 1.3x improvement in return on ad spend
- 1.6x improvement in conversion rate
Criteo’s Acquisition Audiences acted as a critical bridge, creating synergy between upper-funnel acquisition campaigns and retargeting efforts. Moreover, the conversion-driven revenue from Acquisition Audiences campaigns has reached levels comparable to those of the retargeting campaigns. Due to these results, Marithé François Girbaud continues to run these campaigns consistently to maintain steady growth.
The PM1 team at DMC Media, which led the planning and execution of the Criteo Acquisition Audiences campaigns, highlighted Criteo’s unique value, “Criteo provides a highly effective full-funnel solution that can address all of a brand’s growth needs through a single platform.”
They also emphasized the flexibility of Criteo’s diverse Acquisition Audiences, stating, “These solutions can be utilized at every stage of the customer journey and, most importantly, they reach valuable customers in a way that supports the brand’s long-term growth.”
The insight? Expand customer acquisition with a full-funnel solution.
Hakyeong Kim and Areum Park, Marketing Managers at Marithé François Girbaud, described Criteo’s Acquisition campaigns as “a solution optimized for discovering target customers within a broad pool of potential audiences and creating purchase journeys for them.”
They emphasized that fashion consumers increasingly seek purchases that reflect their personal identities and prefer omni-channel shopping experiences that blur the lines between online and offline channels. To align with these shifting consumer behaviors, Marithé François Girbaud plans to further refine its digital marketing strategy with Criteo, focusing on leveraging technology and providing personalized experiences.
Looking ahead, Marithé François Girbaud shared their dual long-term goals of expanding new target audiences and reinforcing their loyal customer base.
- Expanding New Customer Acquisition Campaigns: The brand plans to scale its use of Criteo’s full-funnel solutions to effectively engage customers throughout the entire purchase journey.
- Enhancing Retargeting Efforts: By delivering real-time, optimized messages tailored to seasonal trends and shifting consumer demands in the fashion industry, the brand aims to further strengthen retargeting campaigns, encourage repeat purchases, and build customer loyalty.
With these plans, Marithé François Girbaud intends to continue leveraging Criteo’s comprehensive solutions to stay ahead in the highly competitive fashion market while driving both short-term and long-term growth.
