Johanssons, a Swedish footwear retailer, relied heavily on awareness posts with limited tracking and inefficient audience segmentation before restructuring its Meta advertising strategy. The new approach introduced a structured sales funnel, dynamic ads, retargeting campaigns, and highly segmented audience groups to improve targeting accuracy and ROI. Creative assets emphasized trusted footwear brands, broad product variety, and strong local brand recognition. Funnel optimization and improved budget allocation significantly enhanced campaign performance and scalability. The project demonstrated how transitioning from basic awareness campaigns to performance-focused Meta systems can accelerate e-commerce profitability.

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