ZAXYBrazilian footwear scaled around seasonality and brand energy
ZAXY has a distinctive visual world and a sharply seasonal demand curve. We built media around that rhythm: aggressive in the peak, selective off-season and always aligned with the brand’s colourful, sensory character.
Brand context and starting point
ZAXY is the official Polish store of the Brazilian rubber-footwear brand: fragranced, vegan, hypoallergenic and built around HUG-TEC comfort technology. Its bold, colourful aesthetic gives the brand a strong position in Poland, but the assortment is highly seasonal. Ballet flats, sandals, flip-flops and slides carry the peak; winter demand is much narrower.
Engagement priorities
- Build online sales in a category with strong, predictable seasonality.
- Keep the brand’s recognizable style in the campaigns, without reducing it to a standard footwear category.
- Match the budget to the demand curve — make the most of the peak and cut spend outside it.
- Work at a pace that keeps up with changes in the market.
The business challenge
ZAXY has one of the most recognizable aesthetics in its category and very limited direct competition in Poland. The challenge was seasonality: demand rises sharply from April to August and falls clearly from October to February. The account needed to preserve the brand’s energy while moving budget only when demand justified it.
How we set up the work so results repeat.
The campaign structure grows from spring through the end of summer and eases its intensity in winter. The season’s peak gets the greatest emphasis, and the low-demand period — a budget that sustains visibility.
Bold, colorful assets that look like brand content, not like a standard footwear ad. Every piece of creative goes through a character check before it goes live on the account.
Budget shifts between platforms to wherever the cost of acquisition is most favorable in a given week. TikTok handles discovery among a younger audience, and Google handles purchase intent.
Communication over Slack, without needless delays or waiting for a weekly status. Decisions land when the market situation changes — in the rhythm of close collaboration with the brand’s team.
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.
Sales at the peak
Discovery
Intent + scale
Reach
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.
Summer framed as colour, lightness and scent
TikTok used the brand’s strongest differentiators — scent and color — as the entry point into product discovery.
The start of the season as a colour decision
Launched at the start of the season’s peak, the catalog used demand as it began to rise sharply.
Vegan footwear visible in the high-intent window
PMax gathered intent across the whole Google ecosystem and supported sales at the season’s peak.
Outcomes that mattered to the business.
The proof is not one campaign, but the operating rhythm: five years of collaboration, online sales growing from the start and budget paced with the season. The Head of Marketing puts it plainly: the team works as if it were part of the company, and remote work was never an obstacle.
- Online sales growth since the start of the collaboration — confirmed by the brand’s Head of Marketing.
- Budget run for the season — greatest intensity at the peak, more control outside it.
- Three platforms — Google, Meta, and TikTok — connected into one sales system.
- A way of working built on close collaboration with the marketing team: constant contact and decisions on the fly, despite working remotely.
They have a ready solution and an idea for every situation.”
“Online sales have been growing since the start of the collaboration.”
ZAXY has a character that would be easy to flatten into standard footwear advertising. The value came from respecting the season: more intensity when demand rises, more discipline outside the peak. Five years of remote collaboration show that the operating rhythm can feel like one team even without being in the same office.”
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