See how PlayUp, a sustainable children’s clothing brand, boosted ROAS by using FULLVENUE’s AI-driven segmentation to optimize customer acquisition, reactivate dormant customers and drive growth in new markets.
Play Up is a Portuguese children’s clothing brand dedicated to creating high-quality, sustainable and timeless apparel for newborns to 14-year-olds. With roots in the family-run textile company ETFOR, Play Up designs and manufactures all its collections in-house, ensuring ethical production and premium materials. Since its founding in 2004, the brand has grown into an internationally recognized name, offering thoughtfully crafted pieces that blend comfort, durability and style.
Despite their strong market presence and commitment to quality, Play Up faced a major challenge – a declining growth curve that was negatively impacting their business goals. As they aimed to expand into new markets, previously high-performing geographies saw a significant drop in conversion rates. Recognizing the need for a data-driven approach to understand and engage with their audience more effectively, Play Up sought a strategic partner capable of delivering deeper customer insights and driving stronger results.
When partnering with Full Venue, Play Up had three key objectives:
Facing a decline in growth, Play Up recognized the need to optimize acquisition costs to reach the best results. To achieve this, FULLVENUE’s AI audience segments were implemented, allowing Play Up to target and attract high-value customers based on the first-party data from their most profitable users.
Germany had shifted from a high-performing market to one with a rising percentage of dormant customers. To reverse this trend, FULLVENUE outlined a structured and multi-sequence e-mail marketing journey featuring personalized messaging and product recommendations tailored to each customer, designed to nurture, engage and convert these inactive users.
Play Up’s business objectives aimed to expand to new market. Using FULLVENUE’s data-driven forecasting models, we identified the US as a prime growth opportunity targeting specific regions within the country. A strategic plan was developed, allocating budget in a phased manner and continuously monitoring performance to maximize ROAS.
With acquisition costs rising and key markets showing signs of stagnation, Play Up needed a fresh approach to sustain growth. By integrating FULLVENUE’s AI-driven audience segmentation and predictive analytics, they unlocked new efficiencies– reducing costs, increasing engagement and driving higher customer lifetime value.
Here’s a quick snapshot of the results since partnering with FULLVENUE:
These early successes mark just the beginning of an ongoing partnership focused on scaling intelligently and maximizing long-term performance. As Play Up continues to grow, FULLVENUE remains a strategic ally, refining strategies and uncovering new opportunities for even greater impact.
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