Our data-driven switch was eye-opening. We shifted our focus to acquiring more light buyers and communicating to a wider mainstream audience. Byron Sharp would be proud!
Background
Footshop, established in 2012, has quickly grown to become the leading retailer of premium streetwear and sneakers in the CEE region. With an annual revenue of €50 million, the company operates in over 20 countries, supported by flagship brick-and-mortar stores in Prague, Budapest, Bucharest, Bratislava, and most recently in Warsaw.
Over time, Footshop has built a strong social media presence with over 100 million monthly impressions.
Pain Point
Footshop has navigated several challenges, including rebranding, rapid expansion, and – of course – the impact of a global pandemic.
One of the most critical issues was finding the right balance between brand and performance marketing.
At the time, Footshop’s focus on performance-driven campaigns meant minimal investment in brand-building. Over time, key brand health indicators—Share of Voice, Share of Market, Google Trends search interest, and organic traffic—began to decline.
Recognizing the need to strengthen its brand, Footshop sought Behavio's expertise to understand its audience and realign its marketing strategy.
Behavio's Insight
The first step was a reality check: How strong was Footshop’s brand, really? What was its mental availability, and what associations did people have with it? To uncover these answers, Footshop adopted Behavio’s brand tracking.
The insights were eye-opening. With new data and Behavio's recommendations, Footshop embraced a more data-driven marketing approach. For the first time in years, the company allocated a meaningful budget to its brand-building efforts. It even launched a Christmas brand campaign in 2024 – a first for the sneaker store.
This shift paid off, with monthly impressions steadily increasing and the brand regaining momentum.
Conclusion
Brand tracking showed that making brand marketing a key priority was the right move for Footshop. By focusing on brand building and using brand assets consistently across all platforms, they saw steady improvements in their key metrics.
Encouraged by these data-driven results, Footshop expanded its partnership with Behavio beyond brand tracking to gain even deeper insights into its customers' needs.
