Sorena Greece

The Case

Sorena is a Greek fashion brand known for its elegant, timeless designs and contemporary collections to fashion-conscious women unique & premium yet accessible pieces. The brand had already built strong market traction through wholesale, with more than 300 partner stores in Greece and another 300 worldwide – over 600 doors in total carrying Sorena products. While this wholesale success validated demand, Sorena’s direct-to-consumer (DTC) channel lagged behind. The ambition was clear: turn DTC into a scalable, profitable growth engine that could support both domestic dominance and international expansion.

The Challenge

By early 2025, Sorena’s DTC growth was under pressure.

• Despite wholesale traction, previous paid media campaigns for DTC failed to find a profitable path – volume was inconsistent and often came at the expense of contribution margin.
• Paid activity in Greece plateaued, leaving profitability inconsistent and expansion into Europe (Italy, Germany) unrealistic.
• The introduction of lower-value SKUs risked pulling down average order value (AOV) and weakening margins further.

The key question: how to achieve profitable growth in Greece and prove paid media could be a reliable driver of sustainable scaling in DTC?

Our Approach

Bravescale rebuilt Sorena’s paid media strategy around sustainable scaling:

• Full-funnel orchestration: Redesigned Meta and Google Ads to cover upper, mid, and lower funnel touchpoints, ensuring consistent visibility and conversion pathways.
• Profit-first measurement: Focused on First-Order Contribution Margin (FOCM) as the guiding KPI, rather than vanity metrics, to balance acquisition and profitability.
• Creative & UX acceleration: Launched a structured creative testing cycle on Meta and paired it with a CRO audit of Sorena’s DTC store, ensuring ads and onsite experience aligned & worked together to maximize conversion efficiency.

The Details

Channels Used: Meta Ads (acquisition + retargeting), Google Ads (Search, Shopping, PMax), CRO & UX Optimization

Budget: Scaled 2x within 45 days

Unique Tactics:

• Non-brand paid media expansion: Built out both Google and Meta upper–mid funnel campaigns to capture incremental demand, generate awareness, and convert first-time customers (achieving a 4.7x ROAS on non-brand paid activity).
• Creative testing cycle: Rolled out a diverse mix of video ads, lifestyle imagery and dynamic product ads (DPAs) to cover all funnel stages – from first-time exposure through to nurturing sequences and to conversion. This ensured users were guided seamlessly from discovery to becoming excited customers.
• CRO & UX recommendations: Data-informed optimizations to cart and checkout flow improved completion rates.
• User behaviour tracking: Implemented Microsoft Clarity to identify friction points and navigation nuances, enriching our GA4 data and guiding design decisions.
• Contribution margin tracking: Custom GA4 + FOCM layer ensured profitability remained visible at every step.