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# woom lifts traffic +130% and CTR +72% with a full-funnel seasonal strategy

## Challenge

## Balancing consistency with seasonal acceleration

woom is a leading Austrian children’s bike brand on a mission to empower children to love riding bikes. Known for its ultra-lightweight, high-quality bikes, the brand set out to strengthen its presence in Germany—its largest and most competitive market—while maintaining a premium brand experience and strong return on ad spend.

The key challenge was to strike the right balance of consistent always-on performance with incremental growth during seasonal peaks, such as the Spring cycling kick-off and the Back-to-School period. The category is highly influenced by weather patterns and parental buying behavior, requiring both agility and precision in execution.

## Solution

## Activating full-funnel performance through seasonality and first-party data

Together with Criteo, woom implemented a full-funnel digital strategy combining always-on retargeting with high-impact seasonal pushes.

Core tactics included:

- Three major activations:
  - Spring Kick-off (March–April) to drive awareness and brand reactivation
  - Back-to-School (August–September) to accelerate new customer acquisition
  - woom WOW Bike Launch (October–November) promoting the brand’s new flagship model
- Always-On Retargeting to maintain conversion momentum between peak periods
- Continuous creative testing to ensure high localized performance and visual consistency
- First-party data integration via CDP partner Emarsys to enable smarter exclusions, better targeting, and increased efficiency
- Close cross-team collaboration between woom and Criteo (Customer Care, Technical Solutions, and Creative Services) for agile execution and fast response time

## Results

## Doubling traffic while improving efficiency

Germany quickly proved to be woom’s strongest growth market, with campaigns delivering exceptional performance across both seasonal and always-on activity. During peak periods, traffic and clicks surged by 130% compared to always-on benchmarks, while localized messaging and creative testing drove a 72% uplift in click-through rate.

By integrating first-party data from CDP partner Emarsys, woom was able to sharpen audience targeting, reduce waste, and improve cost efficiency—ultimately achieving stronger ROAS and lower cost-per-click. Always-on retargeting ensured consistent visibility and conversion stability between seasonal bursts, helping keep the brand top-of-mind throughout the child’s cycling journey. The collaboration with Emarsys also enabled smarter audience management and more personalized engagement, reinforcing a full-funnel strategy that connected reach with long-term results.

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