Envy Federation
Generate +200k€ refurbished sales with the Envie Federation
The Federation Envy had an ambitious goal: to develop its sales in stores and online across the country, while relying on a circular economy strategy. However, their Ad Grants account suffered from limited visibility, only advertising the brand name, which prevented them from attracting new customers unfamiliar with the Envie network.
The Stakes
The challenge was twofold: first, to break free from the "brand prison" to capture the attention of a wider audience looking for refurbished products without knowing the brand. Second, to successfully unify the digital and physical customer journey through precise tracking, so that online advertising investments translate into concrete in-store visits and sales.
The Solution Implemented
To meet this local business challenge, Ads for Change deployed an offensive and structured strategy: First, the creation of 64 Search campaigns Local and national searches allowed us to position ourselves on generic queries (e.g., "refurbished appliances"). This approach, supported by a thorough semantic analysis, guaranteed visibility to prospects actively searching for answers. Secondly, we implemented a two-stage bidding strategy – manual CPC for the initial launch, then Automation – helped secure the budget while maximizing conversions once the data was collected. Finally, the implementation of a Drive-to-Store Tracking via Google My Business made it possible to measure the physical visits generated by the clicks, validating the omnichannel impact.
Results Obtained
The results demonstrate the effectiveness of this strategic pivot towards pure acquisition: €274,000 in Revenue were generated in 2024 thanks to this redesign. The Ad Grants channel became the 2nd acquisition lever from the federation, with an increase in +110 % new users. Even more striking, the traffic structure has radically changed: the share of "generic" traffic (new customer acquisition) has jumped by 8 % to 58 %, proving that the brand is no longer just preaching to the choir, but is now appealing to an audience
