Scaling growth with a full-funnel strategy.

Próchnik

Scaling growth with a full-funnel strategy:

how we increased revenue

by 48% with Próchnik

The Challenge

Próchnik is one of the oldest Polish fashion brands, which, after declaring bankruptcy in 2018, was revived a few years later by G8. The brand re-entered the market as almost a completely new entity with no physical retail presence, a redesigned product offer, and limited awareness among younger audiences. At the same time, the majority of traffic came from paid channels, which - combined with rising media costs and strong competition from marketplaces - significantly limited scalability. This created a fundamental challenge: how to build a brand while simultaneously delivering performance results in a highly paid-media-driven model? Should the focus be on short-term efficiency and conversion maximization, or on long-term brand building at the expense of immediate results? The core challenge was not the lack of channels or budget, but the need to make the right decisions across the entire funnel, so as to both generate demand and effectively convert it.

The Strategy

Instead of choosing between brand building and performance, we designed a model that combines both objectives within a single data-driven decision system. We executed a full-funnel strategy covering the entire user journey, while already at the top of the funnel planning media based on performance metrics to maximize their impact on sales. Video campaigns (YouTube, social media) and partnerships with publishers such as Spider’s Web were optimized not only for reach but also for micro-conversions. Using Campaign Manager, we analyzed user behavior after ad exposure and clicks, going beyond standard GA4 data. SEM and Paid Social were responsible for driving high-quality traffic and purchase intent, with optimization based on product analysis and user trends. This allowed us to scale revenue while maintaining control over margins and purchase quality - critical in the fashion industry due to high return rates. Remarketing supported conversion through segmentation based on real user behavior. The ecosystem was completed with Marketing Automation, powered by data and Synerise AI predictions, enabling personalized communication based on purchase probability and customer value, directly translating into efficiency and long-term business impact.