{"id":6133,"date":"2020-08-01T01:00:00","date_gmt":"2020-08-01T04:00:00","guid":{"rendered":"https:\/\/nacao.digital\/blog\/?p=6133"},"modified":"2020-08-06T11:57:25","modified_gmt":"2020-08-06T14:57:25","slug":"charpey","status":"publish","type":"post","link":"https:\/\/nacao.digital\/blog\/charpey\/","title":{"rendered":"Como a m\u00eddia paga alavancou os resultados da Charpey"},"content":{"rendered":"<p class=\"last-modified\"> <b> <i> Este conte\u00fado foi atualizado em: 06\/08\/2020 <\/i> <\/b> <\/p><p>Um nicho altamente competitivo e uma pandemia que provocou uma crise sem precedentes no pa\u00eds. Este era o contexto da <a href=\"https:\/\/loja.charpey.com.br\/\" target=\"_blank\" rel=\"noopener noreferrer\">Charpey<\/a>, um e-commerce de moda infantil, em meados do primeiro semestre de 2020.<\/p>\n<p><!--more--><\/p>\n<p>As dificuldades n\u00e3o foram p\u00e1reo para o conjunto de estrat\u00e9gias de marketing digital formuladas pela <a href=\"https:\/\/nacao.digital\/?utm_source=blog&amp;utm_medium=post&amp;utm_content=site-institucional&amp;utm_campaign=charpey-herois-crise\" target=\"_blank\" rel=\"noopener noreferrer\">Na\u00e7\u00e3o Digital<\/a>, que culminaram em resultados impressionantes para a Charpey:<\/p>\n<ul>\n<li>Faturamento: alta de 112,3% em junho de 2020, ante mar\u00e7o<\/li>\n<li>Acessos ao e-commerce: aumento de 254,5% em junho, ante mar\u00e7o<\/li>\n<li>ROAS no Google Ads: de 6 para 41<\/li>\n<li>ROAS no Facebook Ads: de 0 para 22<\/li>\n<\/ul>\n<p><a href=\"https:\/\/nacao.digital\/blog\/tag\/herois-da-crise\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6152 size-full\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/08\/cases-nacao-digital-herois-da-crise.gif\" alt=\"cases-nacao-digital-herois-da-crise\" width=\"750\" height=\"100\" \/><\/a><\/p>\n<h2>O plano de a\u00e7\u00e3o da Charpey para vencer a crise<\/h2>\n<p>As a\u00e7\u00f5es se concentraram em <a href=\"https:\/\/nacao.digital\/blog\/nacao-digital-estrategias-de-sucesso-em-midia-paga-parte-i\/\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00eddia paga<\/a>, com a an\u00e1lise do hist\u00f3rico do Google Ads e a otimiza\u00e7\u00e3o de campanhas de aquisi\u00e7\u00e3o que j\u00e1 existiam e entregavam bons resultados. No Facebook Ads, toda a estrutura foi criada do zero.<\/p>\n<p>Com o hist\u00f3rico do <a href=\"https:\/\/nacao.digital\/blog\/google-ads-para-e-commerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ads<\/a> em m\u00e3os, foram feitas previs\u00f5es de investimentos e estudos de localiza\u00e7\u00e3o, que mostraram que 70% da receita do e-commerce da Charpey vinham de Estados-chave. \u201cSe destin\u00e1ssemos mais verba para esses locais, conseguir\u00edamos maior proveito do or\u00e7amento e aumentar\u00edamos o faturamento, pois o foco estaria nas pra\u00e7as que mais convertem\u201d, explica Augusto Melo, especialista em Google Ads na Na\u00e7\u00e3o Digital.<\/p>\n<h3>Social Ads<\/h3>\n<p>A an\u00e1lise entre usu\u00e1rios novos e recorrentes apontou grande potencial entre os recorrentes, sinalizando que o <strong>foco deveria estar no retargeting<\/strong>. O trabalho se concentrou em qualificar a audi\u00eancia j\u00e1 existente para que fosse impactada por campanhas de aquisi\u00e7\u00e3o e remarketing. Foram utilizados displays e an\u00fancios de pesquisa din\u00e2micos com incentivos para recompra.<\/p>\n<p>No <strong>Facebook Ads<\/strong>, o primeiro passo foi estruturar uma campanha de tr\u00e1fego para o e-commerce, o que permitiu compreender melhor o comportamento do usu\u00e1rio. A segunda fase se concentrou no incentivo \u00e0 convers\u00e3o e remarketing para <a href=\"https:\/\/nacao.digital\/blog\/recuperar-carrinho-abandonado\/\" target=\"_blank\" rel=\"noopener noreferrer\">abandono de carrinho<\/a>.<\/p>\n<p><a href=\"https:\/\/conteudo.nacao.digital\/data-driven-customer-relationship?utm_source=blog&amp;utm_medium=post&amp;utm_content=ebook-data-driven&amp;utm_campaign=charpey-herois-crise\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6086\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/data-driven-customer-relationship-1.jpg\" alt=\"data-driven-customer-relationship\" width=\"750\" height=\"100\" srcset=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/data-driven-customer-relationship-1.jpg 750w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/data-driven-customer-relationship-1-300x40.jpg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/a><\/p>\n<p>\u201cO investimento em Social Ads \u00e9 uma constru\u00e7\u00e3o, em que uma m\u00eddia complementa a outra\u201d, comenta Mirian Ferreira, especialista em Facebook Ads na Na\u00e7\u00e3o Digital. \u201cPara a Charpey, enquanto o Facebook Ads levava usu\u00e1rios para o e-commerce, o Google Ads atuava forte em remarketing.\u201d<\/p>\n<p>As <a href=\"https:\/\/nacao.digital\/blog\/conteudo-para-redes-sociais\/\" target=\"_blank\" rel=\"noopener noreferrer\">redes sociais<\/a> tiveram um papel importante na comunica\u00e7\u00e3o com o p\u00fablico. No Instagram, em especial, foram criadas a\u00e7\u00f5es diferenciadas para demonstrar empatia. \u201cO time de marketing soube usar muito bem o momento para se aproximar dos seguidores\u201d, conta Rodolfo Boechat, <em>head<\/em> do Departamento de Estrat\u00e9gia da Na\u00e7\u00e3o Digital e respons\u00e1vel pela conta da Charpey.<\/p>\n<p>Que tal ver o seu e-commerce prosperar com a ajuda da <a href=\"https:\/\/nacao.digital\/?utm_source=blog&amp;utm_medium=post&amp;utm_content=site-institucional&amp;utm_campaign=charpey-herois-crise\" target=\"_blank\" rel=\"noopener noreferrer\">Na\u00e7\u00e3o Digital<\/a>? A nossa metodologia de Inbound Commerce \u00e9 focada em crescimento e entrega de valor para os clientes. Agende uma conversa com os nossos especialistas; clique no banner abaixo.<\/p>\n<p><a href=\"https:\/\/api.whatsapp.com\/send?phone=5544988003236&amp;text=Ol%C3%A1%2C%20gostaria%20de%20saber%20como%20podem%20ajudar%20meu%20neg%C3%B3cio%20online\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6106\" src=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/nacao-digital-whatsapp.jpg\" alt=\"nacao-digital-whatsapp\" width=\"700\" height=\"300\" srcset=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/nacao-digital-whatsapp.jpg 700w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/06\/nacao-digital-whatsapp-300x129.jpg 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este conte\u00fado foi atualizado em: 06\/08\/2020 Um nicho altamente competitivo e uma pandemia que provocou uma crise sem precedentes no pa\u00eds. Este era o contexto da Charpey, um e-commerce de moda infantil, em meados do primeiro semestre de 2020.<\/p>\n","protected":false},"author":7,"featured_media":6134,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[310],"tags":[223,145,369,368],"post_series":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Como a m\u00eddia paga alavancou os resultados da Charpey<\/title>\n<meta name=\"description\" content=\"Entenda como o trabalho com Google Ads e Facebook Ads aumentou o ROAS da Charpey durante a pandemia de Covid-19.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nacao.digital\/blog\/charpey\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como a m\u00eddia paga alavancou os resultados da Charpey\" \/>\n<meta property=\"og:description\" content=\"Entenda como o trabalho com Google Ads e Facebook Ads aumentou o ROAS da Charpey durante a pandemia de Covid-19.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nacao.digital\/blog\/charpey\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog da Na\u00e7\u00e3o Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inbound.commerce\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-01T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-06T14:57:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2020\/07\/charpey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1300\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Reda\u00e7\u00e3o - Na\u00e7\u00e3o Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Reda\u00e7\u00e3o - Na\u00e7\u00e3o Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/\"},\"author\":{\"name\":\"Reda\u00e7\u00e3o - Na\u00e7\u00e3o Digital\",\"@id\":\"https:\/\/nacao.digital\/blog\/#\/schema\/person\/4e45d0f5b6d52948e113abab0619dcdc\"},\"headline\":\"Como a m\u00eddia paga alavancou os resultados da Charpey\",\"datePublished\":\"2020-08-01T04:00:00+00:00\",\"dateModified\":\"2020-08-06T14:57:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/\"},\"wordCount\":484,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/nacao.digital\/blog\/#organization\"},\"keywords\":[\"case\",\"Cases da Na\u00e7\u00e3o\",\"charpey\",\"her\u00f3is da crise\"],\"articleSection\":[\"A Na\u00e7\u00e3o\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/nacao.digital\/blog\/charpey\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/\",\"url\":\"https:\/\/nacao.digital\/blog\/charpey\/\",\"name\":\"Como a m\u00eddia paga alavancou os resultados da Charpey\",\"isPartOf\":{\"@id\":\"https:\/\/nacao.digital\/blog\/#website\"},\"datePublished\":\"2020-08-01T04:00:00+00:00\",\"dateModified\":\"2020-08-06T14:57:25+00:00\",\"description\":\"Entenda como o trabalho com Google Ads e Facebook Ads aumentou o ROAS da Charpey durante a pandemia de Covid-19.\",\"breadcrumb\":{\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/nacao.digital\/blog\/charpey\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/nacao.digital\/blog\/charpey\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/nacao.digital\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Como a m\u00eddia paga alavancou os resultados da Charpey\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/nacao.digital\/blog\/#website\",\"url\":\"https:\/\/nacao.digital\/blog\/\",\"name\":\"Blog da Na\u00e7\u00e3o Digital\",\"description\":\"Aprenda as melhores estrat\u00e9gias para atrair p\u00fablico mais segmentado, converter mais e vender muito. 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