How we connected paid media to in-store demand for a sleep brand whose customers buy mostly in physical stores. Full numbers coming soon.
Askona (askona.ro) is a sleep and mattress brand. Most of its customers research online but buy in the physical stores, which makes online-only attribution miss the real impact.
The brand came to us looking for a cleaner way to connect its paid media to what actually happens in-store, then scale on top of it.
People rarely buy a mattress online, they want to test it in store. So the brand needed a better way to track the offline sales that paid media was driving, instead of optimizing blindly toward online conversions.
On Google, the account was fragmented across too many category campaigns with budget spread thin, with no consistent promo rhythm or local-store signal feeding the platforms.
We restructured the account, consolidating the scattered campaigns around the main product categories so budget concentrated where it converts, and introduced a clear monthly promotion calendar.
We introduced specific discount codes per push so the brand could see, with transparency, what was actually happening in the physical locations and tie it back to the campaigns.
We launched a TikTok strategy to grow the page and promote videos filmed in the physical locations, plus AI-generated videos for the key products and categories.
Full results are being finalized and will be added here shortly.
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