Data from the period of January to October 2024.
The project
Pés ao Léu (“Bare Feet”) is a sustainable children’s barefoot footwear store, founded in July 2022 with the goal of raising awareness for barefoot footwear and creating a community of mothers in Portugal.
The brand’s growth throughout the first year was based entirely on organic channels, mainly Instagram. Chibious reached out to Pés ao Léu at the end of 2023 in order to accelerate their growth through Performance Marketing, namely, Meta Ads.
Strategy and results
Besides a direct increase in sales, part of the focus of the Meta Ads strategy was promoting barefoot shoes and their advantages for child development, a matter that, when the campaigns were launched, was still little known in Portugal.
The launch of the campaigns happened in January 2024 with product catalog campaigns on Meta Ads, including ads directed exclusively to product promotion and ads that combine products with promoting barefoot footwear. Alongside continuous campaigns, the project also included the creation of seasonal campaigns, such as return to school and Halloween.
In the first month alone, the initial Meta Ads campaign reached a return on ad spend (ROAS) of 11.25, rapidly demonstrating what excellent social media ad segmentation can achieve for an extremely engaged market niche, followed by a peak ROAS in March of 17.74.
After ten months of the project, the average return on Meta Ads spend is 11.83, with the results leading to an increase of monthly spend in Meta Ads. The impact of continuous campaign and audience management for Pés ao Léu goes beyond sales, as demonstrated by the increased interest in barefoot shoes and an ever larger community around the Pés ao Léu project.
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