GUJA

industry

Fashion · E-commerce · Footwear

services

Branding

Paid Search

Paid Social

SEO GEO AEO

SMM

Viral Content

about

GUJA was strong in its Milan and Rome stores and quiet everywhere else. Online, the brand looked like a retail catalog: hundreds of models shown at the same level, an outlet sharing the same shelf as the new collection and pulling value out of it, and discounts doing most of the selling. Paid media wasn't paying for itself. Average order value was low, returns were high, and almost nothing was coming from outside Italy. We set three priorities: Turn paid media into a profitable, scalable channel Rebuild social so it drives reach and sales, not just activity Lay the technical and content groundwork for full-price, international growth The harder question sat underneath all three: how do you make a thirty-year-old craft brand read as premium, and sell at full price, in a feed built for fast fashion and constant discounts?

THE CHALLENGE

GUJA was strong in its Milan and Rome stores and quiet everywhere else. Online, the brand looked like a retail catalog: hundreds of models shown at the same level, an outlet sharing the same shelf as the new collection and pulling value out of it, and discounts doing most of the selling. Paid media wasn't paying for itself. Average order value was low, returns were high, and almost nothing was coming from outside Italy. We set three priorities:‍Turn paid media into a profitable, scalable channelRebuild social so it drives reach and sales, not just activityLay the technical and content groundwork for full-price, international growth‍The harder question sat underneath all three: how do you make a thirty-year-old craft brand read as premium, and sell at full price, in a feed built for fast fashion and constant discounts?

THE SOLUTION

We started where the money was leaking out. The Meta and Google accounts were rebuilt around buying intent and product priority, with full-price models separated from discounted stock in the feed so the algorithm stopped over-spending on the easiest, cheapest sales. Budgets stayed steady until campaigns cleared the learning phase, then scaled. Paid started averaging 4.69x ROAS. Google, which had been starved on 34% of spend, was moved toward an even split. Its CPA was the lower of the two.

Social was the second front. The feed had gone too quiet for the role it needed to play, so we raised the publishing rhythm and built it around recurring formats instead of one-off posts. Three shoots fed the calendar: studio sets for the Step into Spring and Iconics capsules, an outdoor shoot with the season's best sellers, and in-store UGC. Stories carried the reach, and an ASMR Reel became one of the strongest organic posts on the account. Email did the quiet, profitable work. We built segmented Klaviyo flows and campaigns around the launches, and the pattern showed up fast: precise, warm segments beat big sends every time. Early-access sends to a small audience out-converted campaigns several times their size. Underneath all of it, we fixed the foundation. The site had 22,000 broken pages, each now getting a hand-checked redirect to protect its SEO value. We wrote a custom robots.txt from scratch — the previous agency had left Shopify's default in place — which cleared a 500 error and removed pages that should never have been indexed, all in one change. GEO-optimized copy went onto product pages, four blog articles into the pipeline, and the About and FAQ pages were rebuilt to make the brand legible to both Google and AI search. GA4, the Meta Pixel, CAPI, and server-side tracking were set up properly, so every decision after that ran on clean data.