MARKETING
VITO TORELLI
Project: bag brand Vito Torelli
Location: Kyiv, Ukraine
Features: A brand with a decade-long history and a distinct image, high product cost, and exclusivity.
Duration: 06.2022-02.2023
Vito Torelli is a self-produced handbag brand that has been selling both online and offline throughout Ukraine for over 10 years. My responsibilities included managing an outsourced team for SEO and PPC, as well as recruiting and hiring a targetologist and designer. This was a relaunch of activities for the brand, as operations had paused due to the full-scale war.

Within three months of the relaunch, we managed to increase our monthly revenue by approximately 884% through online channels such as PPC and targeted advertising. (I cannot disclose the exact figures due to commercial confidentiality, so all data is presented in percentages)

To achieve this, we identified key products to promote, created new creatives with the designer, and established the acceptable customer acquisition cost (CAC) with stakeholders. Spoiler: the actual CAC was below our target, successfully staying within our planned cost per customer - the CAC as a percentage of the average order value was 11.09%.

WHAT WAS DONE

  • Managed outsourced SEO and PPC team
  • Recruited and hired targetologist and designer
  • Relaunched marketing activities post-war pause
  • Increased monthly revenue by 884% within three months
  • Introduced email marketing channel and updated customer database
  • Modernized brand book while retaining existing logo
  • Produced monthly Instagram content: photos, reels, and stories

I also introduced a new communication and sales channel—email. The client database had not been updated for a long time, and due to the war, some clients had changed their city residence or even moved abroad. To gradually update the database, we implemented various email collection strategies. We asked customers to fill out a form in offline stores in exchange for a promo code. Additionally, we offered early access to Black Friday discounts to those who subscribed to our newsletter, targeting a lead form to collect emails.

The clients also wanted to modernize the brand book while retaining the existing cursive logo, which could not be changed due to the investment in leather stamps and other expensive production tools.


Every month, we produced a significant amount of content for our Instagram — photos, reels, and stories.