Lepape's main objective was to increase sales and basket size during peak weeks to take advantage of market opportunities. To prepare, Lepape built a unique team of professionals with expertise in digital and modernised their Shopping campaigns strategy by implementing Performance Max.

The first phase of this project started in Q3 2022, when Lepape created a plan to launch Performance Max campaigns in preparation for the peak months. This included a new campaign structure which put automation at the core, while controlling budgets by product category.

The next phase was to optimise their feed in Google Merchant Center (GMC), to provide the algorithm with the highest quality data. This included:

• Annotations: promotions or new shipping options to increase the CTR and traffic
• Coupon promotions: percent-off promotions with coupon codes for specific product categories
• Shipping options: including these in GMC with different options by country, to highlight fast or free shipping alternatives
• Product disapprovals: minimising disapproved products below the 1% threshold
• In the final phase, thanks to a positive increase in sales, Lepape's team increased investment to unlock new opportunities in the market during the peak months.