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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 distributed the investment strategically across the three weeks of the campaign. In the first stage we prioritised reach and brand consideration, to establish the event and generate demand. As Father's Day approached, we progressively increased investment and shifted communication towards 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 reinforced conversion 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:

• +40% in revenue.
• +40% in number of orders.
• −30% in CPA.
• +4 percentage points in ROI.

Beyond the results, this project showed that a well-planned strategy can make the difference even when time is working against you. 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 made it possible 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 position the brand so that it would pull 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.

In the first stage we worked on developing brand awareness on 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 first phase was consolidated, we moved towards a mixed objective by adding a performance focus, incorporating conversion goals without dropping the branding work that kept strengthening positioning and helped us build qualified audiences to also leverage the conversion campaigns.

The strategy was optimised constantly as the brand grew. 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 groundwork for profitable, sustained growth. From the very first month of the performance strategy, the investment began to pay back and the business started an upward curve that consolidated month after month.

Year-over-year results:

• +367% in brand searches (+180% over the last 3 months).
• +700% in ROAS.
• +300% in sales.

Beyond the metrics, the main achievement was turning a brand with no presence in the Argentine market into a business capable of selling premium products consistently through digital channels.

The challenge

Apartur is a hotel group with a long track record and a strong dependence on seasonality. Its hotels concentrate most of their demand during the winter and summer seasons, which created a major challenge: competing in the months of highest advertising pressure without a digital strategy preparing that 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, aimed at working on the brand during the low-demand months so it would reach each high 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 accompanied the whole user decision 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:

• +24% in bookings.
• +40% in revenue during the winter season.

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