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Context

Father's Day is the most important commercial date of the year for Piet. We took over management of the account barely a month before the campaign started, with the challenge of planning and executing a strategy able to capitalise on a very short buying window, with no room for long learning or optimisation periods.

Strategy

We designed a full-funnel strategy built to accompany the user throughout the entire purchase decision process.

Instead of concentrating the budget from the start, we allocated the budget strategically across the three-week campaign. In the first stage we prioritised reach and brand consideration, to build awareness ahead of Father's Day and generate demand. As Father's Day approached, we progressively increased investment and shifted our focus to conversion campaigns with urgency messages, promotions and remarketing to audiences with high purchase intent.

The strategy was executed in an integrated way across Google Ads and Meta Ads: Google captured existing demand at high-intent moments, while Meta extended reach, built recall and helped drive conversions among users who had already interacted with the brand.

This planning let us concentrate the biggest advertising effort on the days with the highest likelihood of purchase, generating the highest peak in sales and revenue of the whole campaign.

Impact

Compared to an average month:

• Revenue increased by 40%.
• Orders increased by 40%.
• CPA decreased by 30%.
• ROI improved by 4 percentage points.

More importantly, this project proved that a well-planned strategy can deliver outstanding results. Even when time is limited. Despite taking over the account barely a month before the most important date of the year for Piet, the combination of methodology, experience and strategic management of the investment enabled us to turn a seasonal campaign into profitable growth for the brand.

Challenge

When Tienda Muse arrived in Argentina, the challenge was not only to sell a product: it was to position a brand from scratch in a market where nobody knew it.

With no physical stores and a purely digital sales model, the goal was to build enough trust for users to be willing to buy high-value products directly from an e-commerce.

The challenge was to build a brand that could generate demand and to prove that a premium business could be scaled relying solely on a digital strategy.

Strategy

Rather than chasing immediate sales, we prioritised building the foundations for growth.

During the first phase, we focused on building brand awareness across TikTok and Meta, to spark user interest in a category where the purchase decision requires research, comparison and trust. The strategy was aimed at increasing visibility, attracting qualified audiences and starting to build a community around the brand.

Once that initial phase was established, we expanded the strategy to include performance marketing, introducing conversion objectives without stepping away from the branding efforts that continued strengthening the brand and building qualified audiences for conversion campaigns.

As the brand grew, so did the strategy. We analysed user behaviour, identified new targeting opportunities and adjusted the campaigns to accompany each stage of the business, making the advertising investment increasingly efficient.

Impact

Brand building laid the foundation for profitable, sustained growth. From the very first month of the performance phase, the investment started paying off, and the business entered a growth trajectory that continued month after month.

Year-over-year results:

• Brand searches increased by 367% (+180% in the last 3 months).
• ROAS increased by 700%.
• Sales increased by 300%.

Beyond the numbers, the greatest achievement was transforming a brand with no presence in the Argentine market into a premium business capable of driving consistent online sales.

The challenge

Apartur is a hotel group with a well-established presence and a business heavily influenced by seasonality. Most of its demand is concentrated during the winter and summer seasons, which created a major challenge: competing in the months of highest advertising pressure without a digital strategy to build demand in advance.

The challenge was to stop depending solely on the high season and build a strategy that would support the business all year round, strengthening brand positioning and generating demand ahead of the competitive peak.

The strategy

At Boska we designed an Always On strategy, designed to strengthen the brand during the low-demand months so Apartur would enter each peak season in a stronger position.

The strategy combined three main pillars:

• Building brand awareness and communicating Apartur's differentiating attributes.
• Developing the commercial offer together with the internal team, to plan campaigns and promotions ahead of time.
• Progressively activating digital media, moving ahead of the moments of greatest competition to capture travel intent before the rest of the market.

Execution relied mainly on:

• Google Ads, through search campaigns to capture users with booking intent.
• Meta Ads, with campaigns focused on generating enquiries and direct bookings.

This way we made sure the investment was not concentrated only in the high-demand months, but supported the entire customer journey.

The impact

The strategy made it possible to reach the winter season with a better positioned brand and demand built in advance, delivering results even in a context where hotel capacity is limited and advertising competition is at its highest.

Year-over-year results:

• Bookings increased by 24%.
• Winter revenue increased by 40%.

Working on the brand consistently made it possible to reach the critical months with a competitive advantage and maximise the advertising investment.