Full-Funnel Digital Advertising for Italy's Leading Nailcare E-commerce
Challenge
Passione Beauty S.p.A., Italy's largest 100% e-commerce nailcare brand with 100+ employees and 438,000 Instagram followers, had just undergone a major rebrand from "Passione Unghie" to "Passione Beauty." This structural name change caused a significant decline in both advertising-driven and organic sales — a typical consequence of degraded brand equity. The beauty e-commerce market is one of the most competitive verticals, with industry-average ROAS between 3x and 8x. Deep Marketing was brought in as the dedicated media agency to simultaneously reverse the rebranding downturn and scale advertising performance across multiple European markets on Google Ads and Meta Ads.
Passione Beauty S.p.A., Italy's largest 100% e-commerce nailcare brand with 100+ employees and 438,000 Instagram followers, had just undergone a major rebrand from "Passione Unghie" to "Passione Beauty." This structural name change caused a significant decline in both advertising-driven and organic sales — a typical consequence of degraded brand equity. The beauty e-commerce market is one of the most competitive verticals, with industry-average ROAS between 3x and 8x. Deep Marketing was brought in as the dedicated media agency to simultaneously reverse the rebranding downturn and scale advertising performance across multiple European markets on Google Ads and Meta Ads.
Solution
Deep Marketing was appointed as the sole media agency and built the advertising infrastructure on three pillars. First, daily A/B testing on creatives and copy — the team tested over 60 creative variants per month across headlines, images, and CTAs. Second, real-time budget optimization: performance was monitored daily, with spend shifted across campaigns and audience segments based on live data. Third, a multicountry, multi-platform orchestration across Google Ads and Meta Ads, with dedicated campaigns for each European market. Every decision was grounded in data, not intuition — an approach aligned with the Ehrenberg-Bass Institute's evidence-based marketing laws that Deep Marketing applies as its core methodology.
Deep Marketing was appointed as the sole media agency and built the advertising infrastructure on three pillars. First, daily A/B testing on creatives and copy — the team tested over 60 creative variants per month across headlines, images, and CTAs. Second, real-time budget optimization: performance was monitored daily, with spend shifted across campaigns and audience segments based on live data. Third, a multicountry, multi-platform orchestration across Google Ads and Meta Ads, with dedicated campaigns for each European market. Every decision was grounded in data, not intuition — an approach aligned with the Ehrenberg-Bass Institute's evidence-based marketing laws that Deep Marketing applies as its core methodology.
Results
After 8 months of progressively improving multichannel performance, in September 2024 a €20,000 investment on the primary market generated over €2 million in sales — a ROAS of 103x (10,300%), more than 13 times the industry average. During Black Friday, ROAS peaked at 122x. The results effectively neutralized the post-rebrand revenue decline and positioned Passione Beauty for international expansion, with campaigns now active across multiple European markets. This is now considered a benchmark case study in the Italian e-commerce advertising industry.
After 8 months of progressively improving multichannel performance, in September 2024 a €20,000 investment on the primary market generated over €2 million in sales — a ROAS of 103x (10,300%), more than 13 times the industry average. During Black Friday, ROAS peaked at 122x. The results effectively neutralized the post-rebrand revenue decline and positioned Passione Beauty for international expansion, with campaigns now active across multiple European markets. This is now considered a benchmark case study in the Italian e-commerce advertising industry.