Outpacing the Market: Results That Redefine Success
+143%
YoY revenue growth
+112%
YoY increase in conversion rate
+29%
Increase in media spend, fuelling broader category coverage and campaign reach
THE CLIENT
Blue Illusion is a French-inspired women’s fashion brand that draws on 25 years of experience in delivering timeless pieces, always focusing on quality craftsmanship and exceptional service. With a strong footprint across both online and physical retail, Blue Illusion continues to be a destination for modern, style-conscious women.
THE CHALLENGE
Shifting consumer behaviour and rising cost-of-living pressures started to impact Blue Illusion’s online performance in the ’23–’24 financial year. As more shoppers returned to physical stores post-COVID, the brand faced a decline in online transactions and needed to re-establish strong digital momentum.
Blending strategic thinking with creative execution, Impressive helped Blue Illusion adapt to shifting customer behaviour and reclaim their presence online.
STRATEGY
We tapped into the full power of Google’s product suite to tackle this head-on. Deep diving into analysis via Google Analytics and Blue Illusion’s integrated Lexer CDP, our team identified high-value audiences and aligned campaign targeting with intent-rich behaviours. This included a restructuring of the Google Ads account with a laser focus on ROAS and online revenue.
Our specialists segmented the product catalogue to push high-performing categories and spot key growth areas. One standout opportunity? Workwear—a category regaining traction as customers made a return to office life.
We then built a high-impact Paid Search and Performance Max strategy.
Blue Illusion creatives were paired with smart campaign segmentation, automated ROAS bidding, and audience-first targeting. Categories were split across tailored Performance Max campaigns, with dynamic creative, seasonal messaging, and asset-based promotions to drive impact when it mattered most.
Optimisation was then continuous from beginning to end. From adjusting campaign targets to refreshing creative assets in line with best practices, Blue Illusion stayed competitive in the auction environment.
THE RESULTS
Blue Illusion not only matched its strongest COVID-era performance, but it exceeded it. The brand is now positioned for long-term digital growth thanks to our full-funnel visibility, sharper targeting and creative discovery-focused build, and we’re ready to scale demand generation efforts and unlock further performance across Paid Search in 2024.
