Capturing the Consumer Shift

Conscious footwear brand Cariuma hit the international direct-to-consumer scene in 2018. Co-founders David Python and Fernando Porto bonded over shared values of wellness-balanced employment being at the heart of sustainable business practices, their Brazilian roots and affinity for boardsports. In joining forces, they forever changed the sneaker game to better serve people and the planet. Putting a premium on sustainability throughout every facet of the business, Cariuma is a certified B-corp.  Designed to be long-lasting and carbon neutral, their range of shoes are made and packaged with recycled materials.  For every pair of Cariuma’s classic evergreen styles sold, two trees are planted in the Brazilian rainforest.  

The

Challenge

While the digitally native footwear brand continues to nimbly navigate the complexities of the pandemic, the team entrusted January Digital with the evolution of its consumer acquisition strategy, capitalizing on shifting consumer ‘browsing’ behavior to support business goals. Historically, Cariuma had primarily invested in Facebook for upper-funnel tactics, which made it challenging to reach new customers and drive consistent performance.

The

Results

In a mere two weeks of January Digital expertly launching Discovery ads into its overall strategy, Cariuma saw an 18% increase in customer conversion and a 67% uptick in CTR versus the two weeks prior. Quickly becoming an integral part of Cariuma’s evergreen acquisition strategy, it led to an account-wide surge across both conversion of new customers (54%) and click-through-rate (119%) PoP.

“January Digital continues to generate innovative strategies to get our collections in front of existing and potential customers. This campaign is just one example of their ingenuity. Between our brand and January Digital, there has always been a natural fit between our purpose driven organizations. We continue to feel the impact of their ideal confluence of a data-backed consultancy paired with the latest industry insights to empower our business goals.”

- Felipe Araujo, Chief Digital Officer