Davey Awards 2024: Vaccari Campaign

Advertising & Marketing
Integrated Campaign
B2C

EMAILS: Black Friday 3Valentine’s Day 3Valentine’s Day 2March Madness 6TX State vs. Rice
GOOGLE AD GRAPHICS & VIDEOS
FB/IG AD GRAPHICS & VIDEOS


Campaign Goals

The campaign was built around three core objectives:

Increase the Number of Sales
This would be achieved by reaching a wider audience and effectively showcasing Vaccari Boots’ unique offerings.

Increase Revenue
Through strategic ad placements and targeting, Vaccari’s campaigns would maximize return on investment.

Grow Vaccari University Awareness
Highlighting their exclusively licensed university boots would strengthen the brand’s identity and connection with university communities.

Process + Execution

Our marketing strategy for Vaccari began with a thorough competitor analysis to understand the market landscape and inform our campaign design. 

Key elements of our execution included:

Primary Sales Driver: Chose a Google Shopping campaign as the main channel, allocating the largest budget portion here, supported by Facebook and Instagram ads.

Goal Setting: Established realistic campaign goals based on industry standards due to the lack of historical data (startup context).

Promotional Calendar: Implemented strategic discounts during high-sales periods such as Black Friday, Cyber Monday, and university events like March Madness.

Email and Reporting Schedules: Coordinated email marketing with discount strategies and established a rigorous monthly KPI reporting system using Google Analytics and Shopify analytics.

Campaign Launch and Optimization: Launched on October 9, 2023, followed by a phased increase in ad spend over six months. Continuous optimization led to reallocating budget fully to Google, phasing out less effective social media campaigns.

Continuous Improvement: Ongoing refinement and optimization of the campaign to ensure maximum performance and profitability.

This streamlined approach ensured that each step was executed with precision, focusing on areas with the highest return on investment and continuously adapting to market responses.

Campaign Results

August 2023 to May 2024



GOOGLE

AD SPEND:

$42,140.21

ORDERS:

676

SALES:

$165,163.34

ROI:

3.9x

COST / PURCHASE:

$62.34



FACEBOOK / INSTAGRAM

AD SPEND:

$3,058.61

ORDERS:

16

SALES:

$3,349.27

ROI:

1.1x

COST / PURCHASE:

$191.16



TOTAL

AD SPEND:

$45,198.82

ORDERS:

692

SALES:

$168,512.61

ROI:

3.73x

The ROI metric is calculated to include all months–in the most recent month (April 2024), the ROI had risen to 6.24x, a significant improvement from earlier months). 

COST / PURCHASE:

$65.32



EMAILS

not calculated above

ORDERS:

57

SALES:

$19,246.40


About the Client

Vaccari Boots is a family-owned, high-quality boot maker known for its superior craftsmanship and exclusive university-licensed footwear for men, women, and children. 

The owner, Moses Hernandez, has over 40 years’ experience in the western wear industry and founded Vaccari Boots in San Antonio, TX, from which they still operate. Their boots are meticulously crafted in Leon, Mexico, from the finest sourced leather. Their website is vaccariboots.com where you can learn more about them and shop their boots.