Case Study

How UNDERGOLD lowered Meta Ads costs by up to 70% without losing impact

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.

FashionColombia

Schedule a demo View the results

Meta Ads-70%in campaign costs with custom audiences

What We Achieved

-70%Ad Campaign Costs on Meta Ads

33%Share of digital sales in total sales

7Variables for Creating Audiences with the Rules Engine

Introduction

From streetwear to digital luxury

UNDERGOLD was founded in Medellín in 2016 as a streetwear brand with a touch of luxury. Its unique designs, strong identity, and distinctive aesthetic caught the attention of artists such as Karol G, Nicky Jam, and Manuel Turizo.

What began with a brick-and-mortar store, WhatsApp, and Instagram grew into a strong digital presence, accounting for 33% of total sales. But expansion couldn't come from investment alone: they needed efficiency, focus, and data-driven decisions.

2016Born in Medellín

33%of sales are digital

Store, WhatsApp, and Instagramthe channels he started with

Problem

As the company grew, new questions arose

Meta Ads costs were rising, especially when running remarketing campaigns with imprecise audiences. Additionally, the platform limited targeting to actions from the past 180 days, without taking into account actual habits or customer quality.

They needed a platform that would bring everything together: purchasing behavior, true segmentation, campaign execution, and impact measurement.

How do we better segment our customers?

Who is ready to buy again?

At what stage of the life cycle is each one?

Where to focus the guideline so as not to waste budget?

Strategy

Data4Sales + UNDERGOLD + Vieli

In customer success sessions, we analyze the data in detail, identify opportunities, and plan a comprehensive strategy. Using the Data4Sales Rules Engine, we identify buyer groups based on the following variables:

Average ticketPurchase frequencyGeographic areaCumulative amountCategories purchasedCoupon usageDate of last purchase

Step 01

Hyper-segmented Audiences in Meta Ads

Based on those audiences, personalized campaigns were launched on Meta Ads.

Step 02

Real-Time Marketing Actions

We tracked which audiences converted and which did not, automatically re-engaging those who did not make a purchase.

Step 03

High-value lookalikes

Similar audiences based on high-value buyers, with better quality than what Meta alone provides.

Results

A smarter, more efficient, and more profitable approach

-70%

in campaign costs

Up to a 70% reduction on Meta Ads.

Measured ROI

by audience

Real measurement of the return on each personalized audience.

One-time users

and inactive

Strategies focused on these groups, with a direct impact. And similar audiences based on real data, not assumptions.

Testimonial

“Data4Sales has given us, as a brand, a comprehensive view of our customers. While the results in terms of costs and advertising effectiveness have been very significant, the platform has provided us with much more than that. Today, we have a better understanding of our customers; we can segment them and understand their purchasing behavior in real time.”

Sara Bermúdez Correa, Director of Marketing and Sales, UNDERGOLD

Success stories