YuoolFashionItaly

How Yuool reached €1.2M in revenue with UGC strategies

The Italian merino-wool shoe B Corp reached €1.2M in revenue, +42% sales and a 21% returning-customer rate with UGC content, creative targeting and 13 marketing automation flows.

Results, in black and white
Metric	Before → After	Result
Revenue Generated	—	€1.2M
Orders Processed	—	12,000+
Returning Customers	—	21.3%

The Challenge

Yuool wanted to grow without betraying its B Corp identity. High acquisition costs, no retention plan and sporadic ad management were holding growth back, while the internal team couldn't cover everything that needed doing.

Staying consistent with the sustainable model and B Corp identity
No effective customer retention strategy
Sporadic advertising management without defined processes
High acquisition costs not aligned with growth
Internal team too small for all necessary activities
Need for external strategic support

The client

Yuool doesn't just sell shoes: it sells a lifestyle that brings together comfort and timeless design. The brand was born from the meeting of Italian textile tradition and Brazilian shoemaking expertise, and speaks to people who want to face the day with style and comfort without giving up versatility.

Its strength is a commitment to sustainability — merino wool and eco-friendly processes — that makes the shoes a natural fit for environmentally conscious consumers. A choice certified by its B Corp status.

White merino-wool Yuool shoes worn with socks and light trousers

Braided pink wool Yuool laces held in a hand

Black merino-wool Yuool shoes on a flowering lawn

The goal

Grow sales sustainably while staying consistent with the brand's identity as a B Corp. The second front was retention: lower the acquisition cost and grow overall revenue by bringing back people who had already bought.

The metrics we used to measure success: cost per new customer, repurchase rate and customer lifetime value (LTV).

The Solution

We built an integrated strategy starting from a 30+ page analysis and first-party data, then executed on three levers — UGC content organised to convert, creative targeting on broad audiences and 13 marketing automation flows — with structured launches for the new product lines.

Economics First: Cost per new customer, repurchase rate and LTV as the guiding metrics for every campaign decision
Extreme Creative Systems: Scalable UGC content that acts as targeting — roughly 70% of the success after iOS14
Scaling Architecture: 13 automation flows and launches with hype, pre-order and product seed phases

Meta Ads · Email Marketing · Marketing Automation · UGC Content · Dynamic Targeting

The strategy in detail

Analysis

Before spending a euro on advertising we produced a series of strategic documents: an in-depth analysis of direct and indirect competitors with a list of the main players, industry trends, competitive positioning and data gathered with advanced research tools. We mapped the product's key benefits — functional and emotional — and the main customer objections, to build a strategy able to overcome them.

The preliminary document ran to more than 30 pages.

Alongside it we used our proprietary system for analysing web microdata (reviews, questions, blog posts, SERPs): it surfaces critical points, pain points and trigger points with a precision beyond any tool available on the market, and let us define real buyer personas and purchase motivations.

Table of contents of the Yuool strategy document: overview, competitor analysis, trends, interest, benefits and objections, sales complexity — Project material — Table of contents of the preliminary strategy document

First-party data

The strategic documents were enriched over time with first-party data, collected through targeted surveys to customers and prospects. Preferences, needs and brand perception gathered directly from the people who buy: that is how our understanding of purchase behaviour moved from hypothesis to data.

Yuool email inviting customers to a survey: 4 questions with a surprise — Project material — Customer survey invitation email

UGC content

We integrated user-generated content to build an authentic connection with Yuool's audience. Real testimonials showing how the shoes improve the day of ordinary people, similar to the potential customers.

We didn't stop at product features: we focused on customers' stories, tackling their doubts and concerns head-on to create an emotional bond with the brand. To make them effective, the UGC content was organised around specific conversion principles — scalable and optimised to maximise results.

Creative targeting

With iOS14, interest targeting in Ads Manager became less and less precise. Creative took its place, coming to represent roughly 70% of Yuool's success.

We tested broad targeting with dynamic ads where the creative content played the lead role, acting as the targeting itself. Well-defined hooks and angles that spoke directly to the ideal customer set Yuool apart from the competition and allowed the campaigns to scale.

Marketing automation

We implemented a structured marketing automation and email marketing strategy: 13 automated flows covering the different stages of the customer journey, with campaigns dedicated to VIP users and returning customers.

Each flow was designed to deliver personalised, relevant messages, keeping engagement high and improving the repurchase rate — with a direct impact on retention and the overall customer experience.

Yuool email from the VIP List flow: announcing entry to the list and early previews of new launches — Project material — VIP List flow email

New product launches

For the launches we developed specific strategies for three main lines:

Yuool Fit — positioned as the ideal choice for light physical activity, leaning on functional benefits and ergonomic design
Nocturna — the line designed for evening relaxation, with materials and comfort that favour rest
Home Office — versatility and comfort for people working from home, function and aesthetics for extended wear

Each launch was supported by targeted campaigns and messages tailored to each audience, structured in three phases: hype, pre-order and product seed.

The Results

Yuool generated €1.2 million in revenue, reaching 7.8 million people and processing over 12,000 orders. Sales grew 42% and more than one customer in five came back to buy again, with a falling cost per new customer.

The numbers, from the dashboard

Total sales of €1,154,029 in the period, up 42% on the previous period. And more than one customer in five — 21.32% — came back to buy again: the sign that retention worked.

Shopify chart of Yuool total sales: €1,154,029.86 with 42% growth over the previous period — Project material — Total sales, compared with the previous period

Project Timeline

01
Analysis & strategic documents
Competitors, trends, benefits and objections in a 30+ page analysis, enriched over time with surveys to customers and prospects
Phase 1
02
UGC content & creative targeting
Real testimonials organised around conversion principles, with creative doing the targeting on broad audiences
Phase 2
03
Automation & product launches
13 email flows for VIP and returning customers, plus structured launches of Yuool Fit, Nocturna and Home Office
Phase 3

What We Learned

After iOS14 interest targeting lost precision — creative did the targeting and accounted for roughly 70% of the result
13 automated flows with dedicated VIP and returning-customer segments improved repurchase rate and LTV compared to sporadic emails
Product launches work when they are structured in phases — hype, pre-order and product seed — with a different message for each target

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