PROLOGO

service

Digital Marketing Strategy

client

Prologo

year

2026

ADV support for the Prologo "Choice" saddle launch

context

Prologo is an Italian brand of technical cycling saddles with retail distribution across Europe, North America, and Asia. The Dream Studios managed the launch of the new Choice saddle through a two-phase paid strategy on Meta: an Awareness campaign focused on video views to build a qualified international audience, followed by a Retargeting campaign aimed at the most engaged video viewers to convert interest into purchase intent.

challenge

The Choice campaign supported a product launch aimed at a fragmented global market, with purchasing dynamics primarily occurring offline through the retail network. The main challenge was twofold: generating qualified awareness in heterogeneous markets with cost efficiency, and building a funnel logic that accounted for the ROPO (Research Online, Purchase Offline) behavior of cyclists, who research online but buy in-store. Without a sequential campaign structure, the risk was wasting budget on an unqualified audience with no possibility for retargeting.

solution

We structured a two-tier funnel on Meta. The Awareness campaign, optimized for 15-second video views, operated across 16 countries in Europe, North America, and Asia, with creative assets localized in Italian and English and targeting based on interest in technical cycling. The qualified audience generated by the video views was then used as a pool for the Retargeting campaign, optimized for Add to Cart, with creative assets tested in short video and static image formats featuring a direct CTA. This sequential structure allowed us to separate the cost of audience building from the cost of conversion, maximizing overall budget efficiency.

results

Awareness Campaign:

^{Low cost per view, with Italy and France among the most efficient markets.}
^{The campaign, optimized for video views, generated collateral Add to Carts not originally anticipated by the objective, confirming that the reached audience was on-target.}
^{Japan was among the top performers for volume of video views in proportion to reach, despite a higher CPM.}
^{IT and DE led the ATC rankings by country, followed by FR, Benelux, and JP.}

Retargeting:

^{The Italian creative converted at a rate more than double that of the English version, with a cost per ATC approximately 25% lower.}
^{Of all the video viewers qualified by the awareness campaign, approximately 10% were reached by retargeting, resulting in a significant conversion to ATC.}
^{Analytics detected on average 3 to 6 times more ATCs than those tracked by Meta, signaling a strong organic halo effect following video exposure.}

Estimated omnichannel impact (ROPO):

^{Applying standard retail conversion benchmarks, the estimated offline value is approximately 14 times higher than the direct revenue tracked online alone.}
^{Estimated omnichannel ROAS: approximately 4.9x on the total budget invested.}

to sum up

The Choice launch demonstrated how a sequential awareness and retargeting campaign structure, applied to international markets with localized creative, is the most effective tool for a brand with global retail distribution. Analytics data confirms that the campaign generated a significant halo effect well beyond what was tracked by Meta: the advertising moved the cyclist toward the product, and the product moved them toward the store. The next step is to integrate offline tracking to precisely measure the real impact on the entire distribution network.

PROLOGO

ADV support for the Prologo "Choice" saddle launch

Brand Strategy

Performance Marketing

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