About the Brand
LEGACY is an innovative luxury shoe brand founded in 2016, built on a 30-year heritage. Born from the fusion of a father’s craftsmanship and his son’s modern vision.
LEGACY uses premium raw materials imported entirely from Italy to create high-end shoes that blend tradition and innovation.
Revenue Increase
1
%
CPA Decrease
1
%
Increase in Customers
1
%
Challenges
In June 2024, LEGACY partnered with Scalini Agency with clear objectives to improve their ad campaigns and accelerate growth:
Insufficient Tracking
Limited use of Facebook Pixel tracking, which hindered precise performance analysis.
Complex ad account
lack of clear structure and naming conventions with 7-8 active campaigns and no strategic direction.
Lack of creative diversification
All content focused on one marketing angle without variations in format or
message.
High acquisition costs
An average CPA of 36$, making campaigns barely profitable.
No budget strategy
Ad spending was not optimized for seasonal or campaign-specific factors.
Our Solution
With a limited creative budget, we applied the 80/20 rule.
Custom Server-Side Tracking
We configured a server-side tracking solution to better collect and analyze key data, such as the number of new
customers acquired.
Created different formats, messages, and headlines to optimize performance.
We restructured LEGACY's ad account to make it simpler, stable, and scalable. Instead of managing dozens of campaigns, we focused on a clear structure with 2-3 main Facebook campaigns each focusing on different offer (product type) that:
- Progressively evolve with collected data.
- Target different audience segments based on their position in the sales funnel.
- Avoid testing hundreds of creatives by focusing on winning variations.
This approach allowed for better budget management and continuous optimization based on performance data.
- Progressively evolve with collected data.
- Target different audience segments based on their position in the sales funnel.
- Avoid testing hundreds of creatives by focusing on winning variations.
This approach allowed for better budget management and continuous optimization based on performance data.
Creative Optimization
With a limited creative budget, we applied the 80/20 rule:
- Focused on a few winning creative concepts rather than producing many variations.
- Created different formats, messages, and headlines to optimize performance.
- Used collected data to continuously improve campaigns and increase advertising efficiency.
- Focused on a few winning creative concepts rather than producing many variations.
- Created different formats, messages, and headlines to optimize performance.
- Used collected data to continuously improve campaigns and increase advertising efficiency.
Advertising Spend Strategy
We ramped up spending during peak periods to maximize ROI. By analyzing past performance, we identified key periods and adjusted the budget accordingly.
Results
Thanks to this structured approach, Scalini Agency helped LEGACY surpass its initial objectives:
142% Revenue Increase compared to 2023 and well beyond the initial goal of +50%.
CPA reduced from $36 to $8.4
More new customers than during the entire March-August 2023 period.
Optimized campaigns with controlled ad spend, generating a higher ROI.