Kilpi is a renowned high-mountain sportswear brand, well-established in the Czech Republic. Despite advanced digital maturity (tracking, ERP, emailing), the brand attempted an international expansion into the French market for two years without success.
In November 2023, Kilpi sought our expertise to take over their Google Ads campaigns at the dawn of the winter season. The challenge? Deploy a strategy adapted to the French market to finally break through in an ultra-competitive sector.
First Step: Tracking
Before any campaign optimization, it was essential to validate and refine the tracking. Good monitoring of conversions and performance is the foundation of an effective data-driven strategy. We therefore:
- Conducted an audit of the existing tracking tools.
- Verified the reliability of conversion objectives.
- Corrected any discrepancies for reliable data reporting.
Objective: Ensure that every euro invested can be measured and optimized.
Second Step: Mastering the Product Feed with a Dedicated Manager
Shopping Ads is a key lever for an e-commerce brand, but you still need to be able to master your product feed. We implemented a feed manager allowing:
- Dynamic modification of product titles and descriptions.
- Adaptation of listings to the requirements and specificities of the French market.
- Optimization of product visibility in Google Shopping.
Result: A better structured and more effective catalog, promoting conversion.
Third Step: Introducing the Brand in France
While Kilpi enjoys strong recognition in the Czech Republic, it remains relatively unknown internationally, especially in France. It was therefore crucial to invest in brand awareness acquisition campaigns. We chose YouTube Ads to broadcast targeted videos on:
- Key moments in the commercial calendar (end-of-season promotions, winter season launch in September/October).
- A strategic audience: 45-55 year-olds who are outdoor sports enthusiasts.
- A dedicated budget share: 10% of the annual budget, distributed over these pivotal periods.
This action allowed for the gradual establishment of the brand in the minds of French consumers.
Fourth Step: Adapting the Commercial Calendar to the French Market
A major obstacle to Kilpi’s initial performance in France was its commercial calendar, which was modeled on that of the Czech Republic. However, the expectations and habits of French consumers differ.
We quickly adjusted the strategy by:
- Identifying periods of high demand in France (e.g., winter sales, Black Friday, French Days).
- Aligning promotions and key events with these strategic dates.
- Creating a specific commercial plan for the French market.
A key change that significantly increased sales from the first year.
Results: a Rise in Power in 2024-2025
From the first year, the results were encouraging. But it was in the 2024-2025 season that performance truly took off.
Why? Because our support is not limited to managing SEA campaigns. We provide a comprehensive and strategic vision:
- A local Account Manager mastering the specificities of the French market.
- Support beyond SEA: UX advice, assistance with marketing email writing, optimization of responses to Trustpilot customer reviews.
- An omnichannel approach to maximize synergy between different digital levers.
Today, we are much more than just an SEA provider for Kilpi: we are their armed wing in France. Discover how to optimize your Google Shopping.
Conclusion: Successful International Expansion Thanks to an Adapted Local Strategy
The case of Kilpi shows how successful expansion relies not only on good management of advertising campaigns. Adapting to local specificities, optimizing tracking, mastering product feed, and a global marketing approach are essential for performance.
Kilpi has been able to rely on a comprehensive and customized approach, and the results are evident. If you too want to develop your brand in a new market, let’s talk about it!
