The key was not to advertise more, it was to advertise better. They understood their customers, created audiences with intent and turned real segmentation into digital profitability.
UNDERGOLD was born in Medellin in 2016 as a streetwear brand with a luxury soul. Unique designs, strong identity and an aesthetic that caught the attention of artists like Karol G, Nicky Jam and Manuel Turizo. What started with a physical store, WhatsApp and Instagram, grew to have a solid digital presence with a weight of 33% of total sales.
But like any good venture, they knew that expansion could not come only with more investment:
Costs in Meta
The UNDERGOLD team noticed that Meta Ads costs were rising, especially when remarketing to inaccurate audiences. In addition, the platform was limiting targeting to actions within the last 180 days, without considering real habits or customer quality.
They needed a platform that unified everything: purchase behavior, real segmentation, action execution and impact measurement. And that's how we started working together.
Since August 2022, we have been working together with the UNDERGOLD team and the Vieli agency.
Through customer success sessions, we analyze data in detail, detect opportunities and plan a comprehensive strategy.
We created hyper-segmented audiences and worked with Meta Ads to launch personalized campaigns. Not only that: thanks to the platform's Marketing Actions, we were able to monitor in real time which audiences were converting and which were not, automatically reactivating those who did not buy.
In addition, we build similar audiences based on high-value buyers, enhancing the quality of the lookalike beyond what Meta alone allows.
Data4Sales has allowed us as a brand to have a complete view of our buyer. Although the results in costs and effectiveness in advertising have been very representative, the platform has given us much more than that. Today we have a better understanding of our customers, we can segment them and understand their buying behavior in real time. Based on the above, we constantly measure and evaluate ourselves with meaningful indicators for the brand that allow us to take actions and decisions that truly generate an impact on sales.
