ICONIQUE Campaign 2025: A Case Study in Scalable Digital Performance

Between May 26 and July 6, 2025, GIVET. In collaboration with WPP Media, launched its largest digital campaign to date for ICONIQUE Professional, a premium hair care brand crafted for confident women. Targeting key urban areas in the Czech Republic and Poland, the campaign was a showcase of GIVET’s ability to deliver full-funnel marketing performance across borders, platforms, and teams. 

Timing 

  • Strategic delay after relaunch: After reintroducing ICONIQUE Professional in early 2025, we gave the brand time to establish a presence through organic PR, influencer collaborations, and retail placements. This set the stage for a more effective paid campaign. 
  • Relaunched in February, the June campaign hit the natural repurchase window to lift 2+ purchase retention. 
  • Hair care seasonality: The end of spring and start of summer mark peak interest in hair care. Consumers seek hydration, UV protection, and styling solutions for travel. 
  • Retail synergy: The final two weeks of the campaign were aligned with major seasonal retail promotions, boosting product visibility and driving significant sell-out. 

Campaign Objectives 

  • Build brand visibility among women aged 25–45 in urban areas 
  • Communicate hair care routine to raise Average Order Value (AOV) 
  • Drive quality traffic to product pages on retail platforms 
  • Translate visibility into measurable sell-out revenue 
  • Gather actionable insights to optimize future brand campaigns 

Media Strategy 

The campaign was executed entirely through digital channels, aligning with GIVET’s transition to a 100% digital media focus in 2025. Paid media included: 

  • Programmatic display (RTB) 
  • Google (Demand Gen) 
  • Meta (Facebook & Instagram) 
  • YouTube  
  • TikTok
  • Influencer partnerships with media amplification 
  • Newsletters and promotions via retail partners 
  • Performance Marketing with selected retailer  

Targeting 

  • Demographic: Women aged 25–45 
  • Geographic: Top 50 cities & surroundings across Poland and the Czech Republic 
  • Interests: Beauty, haircare, and personal care 

Results Overview 

Metric Czech Republic Poland

Combined Total
Impressions -- --- 60M+
Reach --- --- 5M+ 
Clicks Through Rate (CTR)  ---- --- 0,87%
Customer Growth (YoY)  --- --- 645,88%
Customer Retention (June)  --- --- 20,4%
Brand Awareness Growth 

+9,3 pp

 +13,6 pp ---
Organic Search  +320% YoY  +182 YoY  ---

KPIs Delivery

  • Reach: 98% in CZ, 97% in PL 
  • Frequency: 14x in CZ, 10.8x in PL 
  • Organic Search Growth (YoY): +320% in CZ, +182% in PL 
  • Thousands of new customers (+380%)
  • One in five customers since launch made a repeat purchase during the campaign (~50 % above haircare category benchmark*) 

Success Factors 

Why It Worked 

1. Precision Targeting 
Our data-led approach optimized reach across 50 cities, hitting a frequency of 14x (CZ) and 10.8x (PL), while exceeding industry CTR benchmarks. 

2. Digital-Only Strategy 
ICONIQUE was the first GIVET campaign built 100 percent for digital in 2025. It spanned across RTB, Google, Meta, YouTube, TikTok, influencers, and email performance. 

3. Retail Integration 
The campaign overlapped strategically with in-store promotions, creating strong B2B support and driving results both online and offline. 

4. Fast Optimizations 
Real-time performance data allowed the team to refine creative assets, budgets, and formats during the campaign, resulting in highly efficient delivery against KPIs. 

Key Learnings 

1. Fewer, better creatives drove measurable cost efficiency 
Streamlining creative variations focused spend on proven winners, cutting waste and boosting ROI. 

2. Platform-first creative tailoring unlocked stronger delivery 
Designing for each platform’s algorithmic sweet spot maximised engagement and reduced CPMs. 

3. Data-led delivery insights sharpened targeting strategy 
Real-time learnings fueled more effective whitelist/blacklist rules for future scalability. 

4. Finding the reach ‘sweet spot’ protects future budgets 
Identifying the optimal combined reach point enables maximum impact with leaner spend. 

5. Cross-channel synergy amplified results 
Coordinated timing and messaging across channels lifted recall and conversion beyond single-channel benchmarks. 

6. Strategic timing leveraged natural repurchase cycles 
Launching at the peak of the natural repurchase window maximized repeat purchases and strengthened brand loyalty. 

Conclusion 

This campaign showcases GIVET’s ability to deliver full-funnel digital marketing strategies at scale. By aligning creative, media, retail, and operations across two strategic markets, GIVET successfully increased both awareness and performance for ICONIQUE Professional. 

"The hair care segment is among the most competitive. Established brands invest enormous amounts across all channels, not only digital. This makes the result achieved by ICONIQUE Professional shortly after the rebrand even more valuable. Thanks to a clear strategy, precisely targeted digital campaigns, and close cooperation with retail partners, we managed to break through with a relatively new brand and prove that even in a crowded market it is possible to quickly build awareness and gain loyal customers."

- Comment from Marek Somol, Head of Marketing

Sources 

Media data source: WPP Media 

Sales & CRM data source: GIVET’s Power BI 

Retention benchmark: Metrilo, Ecommerce Benchmarks for Beauty Brands, 2020/2021 

About ICONIQUE Professional 

ICONIQUE Professional is GIVET’s premium hair care brand, developed to deliver salon-quality results at an accessible price. Created in collaboration with leading hair experts, ICONIQUE offers a complete range of high-performance products tailored for modern women. With proven efficacy, elegant formulation, and a focus on confidence-driven beauty, the brand empowers consumers to make every day iconic. 

About GIVET 

GIVET is a B2B beauty house of brands founded in Italy in 2022. With a portfolio of seven brands and 600+ unique products, GIVET delivers high-quality cosmetic solutions across skincare, fragrance, hair care, oral care, and color cosmetics. The company operates in 27 European markets and sold over 1.5 million products in 2024. By combining market insight, speed, and full-spectrum marketing support, GIVET builds, scales, and elevates beauty brands across Europe. 


For commercial inquiries, please contact: 
sales@givet.it 

 
www.givet.it