A multi-channel strategy where insights from each channel are feeding the others. Mayoral is conquering the international market in a highly competitive sector.
Mayoral is the most consolidated children’s fashion brand in Spain. For more than 80 years, Mayoral has lived up to its slogan ‘Making Friends,’ with its e-commerce presence across multiple countries. This Spanish brand is managing to maintain a unique balance between tradition and a strong commitment to digital innovation.
Our challenge was to manage all of their paid channels in 16 countries and get the most out of the data thanks to an effective web measurement strategy.
With an omnichannel consumer by nature, the digital strategy for e-commerce had to cover multiple channels as well. Google Ads, Social Ads and programmatic advertising worked as a well-oiled machine. We imported custom audiences from Google Analytics as well as CRM data into the different channels to ensure that advertising impacts were generated to the most appropriate target audience.
In Spain, Mayoral faced the challenge of achieving a solid presence among millennial parents, an audience well-acquainted with the brand but who didn’t feel represented by it. Mayoral surprised this audience while maintaining its essence with the #mayoraldance spot.
Consistency across the entire media spectrum was crucial to generate impact. While Mayoral promoted its spot on linear TV, we implemented a sophisticated digital Paid-Media strategy : YouTube, Social, programmatic advertising and even Connected TV. Three weeks of impact that meant a turning point in its brand image.
We proved that YouTube can accelerate customer-journey, what was the key to success? Make the most of the segmentation and variety of formats . Everything to guide the user on their way to conversion.
This was our YouTube format strategy for the #Mayoraldance campaign:
If there is one sector where we must consider global competition, it is fashion. At Semmántica we manage Mayoral’s campaigns in 16 countries and 10 different languages. We achieved extraordinary results in Italy, a country traditionally demanding in terms of design, style and quality.
We also managed its campaigns in Portugal, UK, Germany, France, Poland, Austria, Greece, Belgium, Netherlands, Ireland, Romania, Bulgaria, Mexico and USA.
“Think local to grow global” is our credo and a valuable lesson we have learned as a Google International Growth Program partner agency.
Semmántica was one of the 10 EMEA (Europe, Middle East and Africa)finalists in the “International Growth” category, which recognizes the work done in Google Ads campaign management for Mayoral’s international growth.
Thanks to the synergies between Mayoral and Semmantica, we have forged a cohesive team with a unified vision. Together we are making giant progress Marina Bastías, Head of Traffic and Online Strategy at Mayoral
Thanks to the synergies between Mayoral and Semmantica, we have forged a cohesive team with a unified vision. Together we are making giant progress
Mayoral opted to migrate its ecommerce CMS from a page load based metric to a SPA or Single Page Application. As it was not a conventional solution, complexity was assured. With the migration, Google Analytics 4 has been implemented in the 360 version.
Regarding the Google Analytics account structure, the goal was to migrate Universal Analytics properties from all countries to be accessible from the same Google Analytics 4 property . Working under the same umbrella has streamlined day-to-day decision making and contributed to greater data utilization.
Where have we contributed the most value? Thanks to our exhaustive labeling of all paid campaigns and marketing actions , we can measure the effects of each one of them. The number of different countries and languages makes the Paid Media campaign ecosystem complex, however the new methodology provided clearer and more reliable information regarding the performance of the the various marketing channels. We have also implemented Consent Mode to address changes in the cookieless domain.
For Mayoral, the user experience must be optimal in all countries, which is why Mayoral’s e-commerce offers multiple payment methods. One of our next milestones in the field of analytics will be the advanced sales measurement of the different payment methods and terms for each country.
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