Case Study: Otoro Helps Drive Record-Breaking Holiday Sales for Katin USA

Overview

Katin USA, a leading apparel brand known for its surf-inspired heritage, partnered with Otoro Digital to elevate their paid search and social media strategy during the 2024 holiday season. By leveraging Otoro Digital’s expertise on Google and Meta, Katin experienced a record-breaking Cyber Week, achieving a 56% year-over-year (YoY) revenue increase during this pivotal shopping period. Notably, Black Friday sales grew 54% YoY, and Cyber Monday became the biggest online sales day in the company’s history.

“We had a great, great holiday week. The best in our company’s history. Thank you Otoro for all of your efforts here.”— Aaron Dodez, Head of Growth at Katin USA

The Challenge

Katin wanted to capitalize on the surge of holiday shoppers and break through an increasingly competitive ecommerce environment. They needed a strategy that would:

  1. Attract a larger pool of prospective customers ahead of Cyber Week.

  2. Effectively segment campaigns to ensure different product lines reached the right audiences.

  3. Scale quickly and efficiently to capture evolving customer demand during the busiest shopping days of the year.

Otoro Approach

1. Meta Ads: Nimble & Scalable Campaign Structures

  • Extended campaign structures and audiences to remain agile throughout the holiday period, allowing quick budget adjustments to top-performing segments.

  • Scaled more aggressively in real time as fresh audience pockets showed high engagement or conversion potential.

  • Maintained efficient cost-per-acquisition (CPA) while expanding Katin’s reach among both loyal fans and new holiday shoppers.

2. Google Ads: Demand Gen + Performance Max + Brand

  • Video Campaigns via Google Demand Gen:

    • Launched targeted video ads in the weeks leading up to the holiday season to build awareness and pique product interest.

    • Demand Gen even produced sales at an acceptable CPA in the lead up to the holiday period

    • Grew the pool of interested consumers, setting a strong foundation for holiday conversion spikes.

  • Non-Brand Performance Max Segmented by Product Line:

    • Mirrored the video strategy by dividing non-brand Performance Max campaigns into key product categories (e.g., trunks, tees, outerwear).

    • Matched the right customer and promotional messaging with the right product lines, boosting click-through rates and conversion volume.

    • Enabled real-time optimizations based on which products were trending best among newly engaged audiences.

  • Efficient Brand Coverage

    • Active bidding strategy enabled more brand conversion volume at lower CPA than in previous years

    • Full promotions coverage through creative assets and extensions

Holiday Results

  1. 56% YoY Growth for Cyber Week

    • Outpaced the previous year’s performance by being able to efficiently scale across audience and product types

  2. 54% YoY Growth on Black Friday

    • Achieved significant revenue lift by tapping into holiday deal-seekers with precise audience segmentation.

  3. Biggest Online Sales Day on Cyber Monday

    • Leveraged heightened brand interest and segmented Performance Max to make Cyber Monday the most successful single day in Katin’s history.

Conclusion

By embracing a strategic combination of Meta and Google Ads, Otoro Digital helped Katin exceed ambitious holiday sales goals and secure a record-breaking Cyber Week. With continued collaboration and data-driven optimizations, both teams look forward to building on these results in future campaigns.

For retailers seeking a performance-focused partner able to adapt to a rapidly changing and competitive ecommerce marketplace, Otoro Digital’s successful partnership with Katin USA highlights the potential impact of well-crafted paid search and social campaigns, that don't rely solely on publisher AI to deliver results.