PHI

Challenge

Yale (Assa Abloy) already had a product, distribution network, and the backing of a multinational group: the challenge wasn't visibility. All marketing revolved around acquisition and promotions; each slow month was resolved by lowering prices and shifting the budget to paid advertising. The business was profitable, but it depended on discounts. Brand awareness was weak; users couldn't distinguish it from generic competitors, and price pressure from marketplaces and manufacturers eroded profit margins.

Solution

We apply our SOOPER methodology to understand the business holistically—demand, brand, channels, and profitability—and move from isolated tactics to a brandformance system where brand and performance reinforce each other. For branding: UGC showcasing the product in everyday life, educational content on home security, and lifestyle-oriented influencers. For performance: Google Shopping and PMax as engines, fueled by this branding work, with UGC in Meta Ads and email automation.

Result

+55% in SEO sessions and +151% in revenue from that channel, the most profitable of the period. +124% in purchases via SEO without additional investment in paid advertising. Google Shopping solidified its position as the #1 conversion channel, sustained by branding efforts. Black Friday 2025 was the best month for orders since the store's launch two and a half years prior. User-generated content (UGC) outperformed traditional product creative in Meta Ads in terms of click-through rate (CTR) and engagement. Yale stopped relying on discounts to sell.

Challenge

Lío Group (Ibiza, Mallorca, and Mykonos) already had strong demand at each location, but the challenge wasn't visibility. Each venue was competing to reach the same profile of high-spending international tourists, managing separate campaigns and risking cannibalizing audience and investment across locations. The challenge lay in organizing this shared demand and transforming digital advertising into a real driver of bookings and ticket sales, without losing the unique character of each destination or the overall group vision.

Solution

We applied the SOOPER methodology to understand each venue—Ibiza, Mallorca, Mykonos—without losing sight of the group's overall vision, and we moved from isolated campaigns to a connected strategy. We combined Google Ads, Meta Ads, TikTok Ads, and programmatic advertising, with cross-functional and venue-specific objectives. We reinforced the brand narrative with the "Behind The Scenes" docuseries and focused on awareness: in high-reach campaigns, we aimed for low CPM and CPC, allowing qualified leads to progress toward conversion.

Result

Lío Ibiza achieved an average ROAS of 99.3, with Google Ads reaching 147 and peaking above 200 for several weeks during peak season. Lío Mallorca reached an average ROAS of 10 and Lío Mykonos 40, both more than double the previous year's figures. All of this occurred during the height of summer, with maximum advertising pressure in all three destinations. Digital advertising ceased to be isolated activations and became a connected growth system for the entire group.

Challenge

Altafit, a chain of over 80 gyms focused on accessibility and competitive pricing, began working with PHI in July 2023, with the back-to-summer campaign as its first challenge. At the end of 2024, Vivagym acquired all of Altafit's centers, and the two brands merged, leaving the future of the partnership uncertain. The challenge then became demonstrating, with the January campaign, that the strategy was still effective despite the change in ownership and the inherent uncertainty of any merger.

Solution

We implement a Precision Marketing approach based on our SOOPER methodology: comprehensive market and consumer analysis, detailed definition of Buyer Persona and Customer Journey using our Marketing Matrix, precise segmentation in Google Ads, remarketing in Meta, and automation to improve the web and email experience. We also add SEO work—internal linking and keywords—and a Growth and CRO service to optimize conversion at every stage of the Customer Journey.

Result

Altafit saw year-over-year growth in new clients each period, improved its advertising ROAS, and increased organic traffic from transactional keywords, gaining visibility in terms of conversion. These results convinced Vivagym's management: in February 2025, they chose us as their agency for the entire group—more than 220 gyms after integrating Altafit—to continue growing in visibility, brand awareness, and client acquisition.