At Delante, we understand that the Easter period is a time when users’ attention shifts to their private lives, naturally reducing traffic and conversion volume. However, instead of accepting a decline in performance, we focus on a strategic adjustment of the media approach. When standard sales campaigns lose momentum, we optimize activities to align with the temporary drop in digital engagement.
We adopted a no-compromise Full-Funnel approach. Instead of focusing solely on closing sales, we generated new demand by allocating 50% of the budget to Demand Gen formats. By reaching customers at unique touchpoints, we not only built strong brand awareness but also dominated the market at a crucial decision-making moment.
Holiday periods are one of the biggest challenges in performance marketing. User behavior shifts – their attention moves away from shopping activities toward private life, which directly impacts campaign performance. For a client in the house design sales industry, the key objective was to maintain, and ideally increase, conversion volume despite unfavorable market conditions.
A design company operating since 1991 specializes in creating and selling ready-made single-family house designs. It offers a wide range of modern and functional solutions tailored to investors’ needs.
Thanks to many years of experience and thousands of completed projects, it has built its position as a reliable and trusted partner in the market, focusing on quality, practicality, and professional customer service.
Analysis of historical data and seasonality clearly indicated that a standard campaign approach might not deliver the expected results. In response to this challenge, a shift in the advertising strategy was implemented, building the approach around Demand Gen campaigns.
The new model involved reallocating a significant portion of the budget—Demand Gen campaigns accounted for approximately 50% of total media spend. The goal was to expand reach and engage users at earlier stages of the customer journey, while leveraging the potential of visual formats and automation.
Despite the more challenging holiday period, the intensive Demand Gen campaign (April 3–7) led to a significant surge in conversions. A key success factor was maintaining strong sales momentum even after the campaign ended. On April 7, we recorded peak interest in house designs, which continued over the following days. This demonstrates that the campaign effectively “warmed up” the target audience at the critical decision-making stage and confirms that our messaging aligned perfectly with the customer’s decision cycle.
The results clearly show that aligning campaign format with market context and funnel stage can significantly improve performance, even during periods of seemingly lower user activity.
This case demonstrates that seasonality does not have to result in decreased performance—provided the right media strategy is implemented. A key factor was leveraging Demand Gen campaigns as a tool for building demand and increasing user engagement. The developed model will be replicated during similar periods in the future, including the May long weekend, where similar shifts in user behavior are expected.
