Hall of Brands: Impressive Growth Through a Revitalized Online Presence

Hall of Brands is one of the largest chains of sports and casual goods in Greece. The company has been actively operating in the market for several years, promoting the athleisure culture and creating talk-of-the-town stores where sports outfit enthusiasts can find everything they need, from constantly updated collections. The brand boasts 17 physical stores across Greece and two highly trafficked online stores. The Hall of Brands team numbers over 130 members who are dedicated to excellent customer service, which has been a core priority since the company’s inception. The stores offer high-quality products with a wide range of clothing and footwear choices from the most popular sports brands.

For the 2024 season, Hall of Brands decided to revamp its digital channels with the primary goal of boosting online sales and market share in the highly competitive sports fashion industry. The competition in e-commerce is fierce, as users often choose to purchase items directly from the e-shops of major international sports brands that support worldwide shipping and flexible return policies.

In order to expand its market share, it was deemed necessary for the brand to reach new audiences, thereby expanding its target group. Simultaneously, it was essential for the collections to remain consistently up-to-date regarding consumer preferences and developments in sports and casual fashion. Additionally, maintaining the vibrancy and traffic of the brand’s offline, physical stores was, of course, one of the objectives of the new strategy.

The goal for increased online sales was strategically combined with the decision to expand the brand to new target audiences. Together, we decided to create a digital-first strategy for 2024, emphasizing the functionality and efficiency of paid channels. Our main objective was to highlight the premium lifestyle identity of Hall of Brands, creating a unique, omnichannel shopping experience for users.

To achieve a more consistent and cohesive online presence for the brand, we established the following always-on campaigns in Google Ads, each serving different objectives:

• Performance Max: Utilized dynamic elements across all Google placements (Search, Display, YouTube, Discovery) to maximize media spend efficiency.
• Search Campaigns: Focused on high-intent keywords as well as sport and casual queries to attract relevant audiences.
• Display and Discovery Ads:  Designed to reach new audiences and boost brand awareness.
• Video Action Campaigns on YouTube: Highlighted Hall of Brands’ premium identity through engaging video content.

To strengthen Hall of Brands’ presence on social media, we launched campaigns on Meta platforms (Facebook & Instagram) by implementing:

• Dynamic Product Remarketing: Re-engagement of users who had interacted with the e-shop.
• Lookalike Targeting: Targeted new users with profiles similar to existing customers.

Additionally, we ran separate campaigns to capitalize on special occasions throughout the year that could boost profitability. We created campaigns for New Arrivals and Offers, ensuring targeted communication by product category and highlighting collections with the greatest appeal. Advanced bidding strategies were employed in all campaigns to enhance conversions and ensure the most efficient budget management possible.

Consistently following our designed strategy, we created a cohesive image for the brand through digital channels, focusing on maintaining a stable online presence that reflects the premium nature of the stores while highlighting the expertise and specialization of the Hall of Brands team in sportswear, leisure, and sporty chic fashion.

The paid ads delivered outstanding results, significantly boosting revenue and sales. The company’s revenue from paid channels increased by 66.91% in the first year of our collaboration, alongside a 51% increase in sales. At the same time, the ROAS from paid channels rose by 93% during this period.

Our advertising efforts also expanded Hall of Brands’ visibility to new audiences, increasing e-shop traffic by 25% within six months. This growth was accompanied by a stable conversion rate, confirming that targeted advertising was effective in attracting shoppers who were genuinely ready to make a purchase.