Accelerating a brand transition through an omnichannel acquisition strategy

Context

We supported Odaje (formerly M. Moustache) through a strategic transformation phase marked by a global rebranding and a drive to accelerate e-commerce profitability. In this context, the challenge was twofold: establish the new brand identity through paid channels while preserving and growing existing organic performance.

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The brand already had a solid acquisition foundation, but it was still structured in silos across SEO, paid search and paid social. The goal was therefore to build a coherent omnichannel strategy, able to orchestrate these channels in a complementary way, absorb a significant increase in investment and improve ROAS over the long term.
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‍Solution

Search synergy (SEO & paid search)

• Prioritizing SEO on high-volume "generic" queries to build lasting organic authority and reduce reliance on paid.
• Capturing immediate purchase intent on specific high-value segments, maximizing ROAS.
• Using paid search insights to guide SEO content production around the keywords with the best conversion rate.
• Semantic optimization (SEO) of landing pages with high transactional intent, to improve the Quality Score and reduce average CPCs on paid search campaigns.

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Paid social & brand awareness

• Rolling out Social Ads campaigns (Meta & Pinterest) built around Odaje's visual universe to feed the top of the funnel and generate additional brand queries.
• Dynamically adjusting paid search bids based on the audience peaks generated by paid social to ensure optimal capture of qualified traffic.

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CRM & retention

• Setting up conversion funnels optimized from the very first touchpoint (paid or organic) to feed the proprietary database.
• Activating CRM workflows (welcome, cart abandonment, post-purchase) to make the initial acquisition profitable through repeat purchase and retention.

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