Big StarA heritage denim brand turned into a predictable online sales system
Big Star already had recognition and trust. Our role was to turn that offline equity into repeatable e-commerce performance through cleaner account structure, seasonal pacing and retention that supports the customer lifecycle.
Brand context and starting point
Big Star is one of Poland’s most recognizable denim brands, with a long retail history and a loyal customer base. Online, the assortment is broad: denim, footwear, accessories and seasonal collections. That requires a structure able to separate existing brand demand from acquisition and to react to short, product-led sales moments.
Engagement priorities
- Turn strong offline recognition into repeatable online sales.
- Build a campaign structure matched to the season, category, and product availability.
- Keep return on spend at a level that matters for the business, not just attractive in the ad panel.
- Combine acquiring new customers with winning back those who have already bought.
The business challenge
Big Star had what many brands spend years trying to build: recognition, trust and a reason to return. The challenge was to translate that into the online channel without becoming dependent on clearance. A broad, seasonal assortment needed different campaign logic in spring, summer, autumn and Q4. The account had to follow the product calendar and customer behaviour, not a rigid annual template.
How we set up the work so results repeat.
We started by building new ad accounts owned by the client, with full measurement and analytics set up from scratch. We arranged the structure so that branded traffic did not consume the acquisition budget, and the product catalog became the basis for Shopping and dynamic remarketing.
To the sales layer we added retention: newsletters, push notifications, and content. A customer who already knows the brand gets a reason to come back, instead of being acquired from scratch.
Budget follows real demand: different categories work in spring, in summer, and in Q4. The structure lets us shift emphasis between products without building campaigns from scratch each time.
Operational decisions are made fast, and recommendations appear before a change affects the result. This way of working builds a partner model of cooperation, not external campaign handling.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Brand defense
Intent acquisition
Product sales
Sales + retargeting
Retention
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
Brand familiarity turned into product intent
The angle used existing trust and moved it toward a specific purchase moment.
Denim heritage shown in a current rhythm
Reels built reach around the current offer while keeping the brand’s denim heritage intact.
Product visibility at the moment of intent
Product Ads showed a specific model in Shopping results, at the moment of highest purchase intent.
Outcomes that mattered to the business.
The strongest proof is the length of the relationship. A brand with such a strong offline position does not stay with an agency just to have campaigns handled. It stays when return on spend supports the business, and the team understands the sales calendar, the assortment and the pressure behind each decision.
- Growth in online store sales — while keeping the character and position of the brand.
- A higher conversion rate thanks to clean analytics and an orderly account structure from scratch.
- Greater brand recognition in digital channels, not just in the offline world.
- Repeatable, predictable results instead of single sales spikes during clearances.
They are truly partnership-minded. It feels like they are the marketing department of my own company.”
“Return on ad spend was very strong and met the most important business goal.”
A multi-year relationship with a brand like Big Star is not maintained by campaign management alone. It is maintained by response speed, commercial understanding and the ability to keep improving the account while the assortment, season and customer behaviour keep changing.”
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