Success story:SMF

The project

Founded in 1987 under the name “Semáforo”, SMF is a Portuguese clothing, footwear and accessories brand spread out throughout various European countries and the United States of America, whose focus on resellers and presence in physical stores was radically shaken by the Covid-19 pandemic, leading to a rethinking of their B2C marketing strategy for a larger digital presence.

In terms of digital marketing, besides organic channels such as social media management and their newsletter, as well as an E-commerce platform focused on Marketing Automation, SMF invested in Google Ads and Meta Ads Performance Marketing campaigns, but their results came up short.

While looking for a partner that could take over those channels and fulfill the required goals, SMF found Chibious and challenged us to manage Performance Marketing for both channels with a concrete goal: achieve a return on ad spend (ROAS) of 4 within 6 months.

Strategy and results

Chibious prepared and executed a Google Ads and Meta Ads strategy centered on two pillars: seasonal campaigns (sales and collection) and continuously updated campaigns with the online store’s large variety of products. The campaigns combine the customization and segmentation of digital channels with the brand’s strong and bold identity to stand out in the respective channels, generate higher brand awareness and lead to direct conversions (sales) on its online store.

Beyond the Portuguese market, Chibious’ Performance Marketing campaign management for SMF also includes international campaigns for five European markets.

The strategy for the initial 6 months quickly achieved results: after the first three months, the 4 times ROAS goal had already been surpassed, with ROAS growing afterwards, in particular spiking during the sales campaigns at the end of 2023/beginning of 2024, which achieved 8.58 return on ad spend for Meta Ads, channel that, before Chibious came along, was of little value for SMF.

After six months, the goal had not only been attained, but surpassed—average return on ad spend for the first period of collaboration with Chibious for the national market was 5.73, that is, €573 of revenue for each €100 invested in Google Ads and Meta Ads.

Given the results, collaboration between SMF and Chibious continued, with new goals and a stronger purpose to expand the presence and actual results of the brand both nationally and internationally.