Maritta is a premium cheesecake brand with a physical store and a local-reach ecommerce in Madrid. When we arrived, paid media was active under generalist management, without the specialized focus the brand needed to scale.
The challenge was to improve and scale the operation: growing online sales while also driving visits to the physical store — two distinct objectives the account didn’t differentiate.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
From the very first analysis, we identified the key levers for improvement:
- A campaign architecture in need of revision and a bidding system with clear headroom to scale.
- Creatives with room to grow, not yet adapted to each user’s funnel stage.
- Insufficient measurement and tracking, with poorly defined campaign objectives: online sales and store visits competed inside the same campaigns.
The main hypothesis was that splitting the operation by objective —online sales and physical store traffic—, on top of a recalibrated architecture and reliable tracking, would allow both channels to scale at once without one cannibalizing the other.
PHASE 02 — BUILD & RUN
Execution and channel activation
We rethought the media operation with a focus on efficiency and objective differentiation:
- Google Ads — we redesigned the campaign architecture and bidding system, with a complete tracking revision as the foundation.
- Meta Ads — we designed full-funnel campaigns with creatives adapted to each funnel stage.
- Objective differentiation — we separated campaigns aimed at online sales from those aimed at driving store visits, each with its own measurement and strategy.
- Continuous A/B testing of creatives, bidding strategies and campaign structures.
- Marketing automation — active email flows (welcome, abandoned-cart recovery, post-purchase and key dates) sustaining recurrence in the online channel.
PHASE 03 — RESULTS
Results and hypothesis validation
The YoY results validated the hypothesis decisively:
- +470% in total sales.
- +725% growth in digital channel sales, with a higher average ticket.
- Simultaneous growth in both channels: online through sales-oriented campaigns, and the physical store through visit-driving campaigns.
SUMMARY
Executive Summary
Bravante helped Maritta evolve its paid operation into a growth system with two engines: online sales and physical store visits. With a redesigned campaign architecture, thoroughly revised tracking, funnel-stage creatives and email automation sustaining recurrence, Maritta grew +470% in total sales YoY and +725% in the digital channel, while increasing its average ticket.
“The experience working with Bravante couldn’t be better. They don’t just optimize campaigns, but they provide a key strategic vision. You can tell that there is knowledge, commitment and desire to do things well.” — M. Pérez, Founder at Maritta