Driving Football Fans to Buy: DV360 Retargeting Campaign

Client Overview

Futbol Emotion is a premier Spain-based retailer specializing in football gear, from boots and jerseys to gloves and training accessories. The brand operates a mobile app tailored for several EU markets, combining localized user experiences with team-specific collections and fast checkout. Futbol Emotion needed a programmatic retargeting strategy that would convert high intent app users and website visitors into purchasers, particularly during peak football seasons when buying intent spikes.

Campaign Objective

The campaign aimed to retarget high-intent users through DV360, driving in-app purchases from audiences who had already demonstrated buying signals. Cart abandoners represented the highest-priority segment, followed by users who had browsed specific product categories without completing a transaction. The focus sat squarely on the purchase phase of the funnel rather than top-of-funnel awareness.

Retention and reactivation formed the second objective. Lapsed app users who had previously purchased or engaged with Futbol Emotion's catalog needed to be re-engaged with relevant, timely creatives. Seasonal alignment with football calendars, including league fixtures, transfer windows, and kit launches, provided natural triggers for reactivation messaging.



Audience & Targeting

CRM and Firebase audiences provided the segmentation foundation. High-intent users were isolated based on in-app behavior: items added to cart without purchase, product detail page views, and wishlist activity. Lookalike models built from high-value purchaser data extended reach beyond the existing user base, identifying new prospects who shared behavioral patterns with Futbol Emotion's best customers.



Platform & Channels

Ads ran across Google's display network and curated PMP deals with premium sports and lifestyle publishers. Placement selection prioritized viewability and brand safety, with football-adjacent editorial environments receiving the highest bid priority. Private Marketplace deals gave Futbol Emotion access to inventory that open exchange bidding alone would not have secured, placing product ads alongside match coverage and gear review content.



Creative and Formats

Each DPA pulled product imagery, pricing, and availability directly from the product feed, ensuring that every impression reflected current inventory. Messaging aligned with ongoing promotions and football calendar events: new kit launch windows, Champions League match weeks, and end-of season clearance periods each triggered corresponding creative rotations. This seasonal synchronization kept the retargeting experience relevant rather than repetitive.