Via Marte

The Challenge

Via Marte is one of Brazil’s most iconic fashion footwear brands, known for creating bold, trend-setting collections for young women. With 5–7 million pairs produced annually and exports to over 60 countries, the brand has built global recognition—but its direct-to-consumer website was seeing a drop in organic traffic due to SEO challenges.

To support the launch of its “You Are So Gold” campaign, Via Marte partnered with Paragon to explore whether Amazon DSP could be used to drive qualified traffic directly to the brand’s website—without selling on Amazon itself.

Campaign Objectives

• Build brand awareness among fashion-forward, high-intent audiences
• Drive qualified traffic to viamarte.com
• Create an engaging post-click experience that converts visitors into buyers
• Validate the use of Amazon DSP for non-Amazon sellers

The Strategy: DSP Meets Connected Commerce

Paragon brought Connected Commerce thinking to the table. We combined Amazon DSP with Segmentify to build a feedback loop:

1. Amazon DSP: Precision Targeting for Brand Discovery

We activated Amazon DSP to reach lifestyle audiences who had shown interest in fashion and footwear. Leveraging Amazon’s powerful shopper data, the campaign delivered highly relevant display ads across the web and mobile apps—targeting users who were already in discovery or consideration mode.

The campaign ran continuously over six months, building awareness and driving traffic consistently throughout. Black Friday, as a natural high-intent shopping moment within this timeline, amplified results—but was not the campaign’s central strategy. Performance during this period offered valuable insight into how awareness efforts translate into purchase readiness when paired with seasonal peaks.

2. Connected Commerce: Hyper-Personalization That Converts

Once visitors landed on viamarte.com, Paragon’s Connected Commerce AI transformed the customer journey.

Using behavioral data and real-time learning algorithms, the platform indexed each visitor’s interactions—including what products they viewed, their color preferences, time of engagement, and more. Here’s how it worked:

a. Real-Time Personalization

Every visitor received a customized browsing experience:

• Banners adapted to their interests
• Product listings reordered based on preferences
• Recommendations tailored to each user profile

If someone loved bold-colored sneakers, that’s what they saw first—no friction, no noise.

b. Persistent Shopper Memory

If the visitor returned days later, the AI “remembered” them. Every new session picked up where the last one left off, removing all barriers between intent and purchase.

c. Cross-Channel Retargeting

Even after leaving the site, the algorithm kicked off multi-channel retargeting:

• Personalized ads on social media
• Email campaigns based on viewed products + inferred preferences
• Ads not just showing the last clicked product—but smart suggestions based on behavioral patterns

The enriched data was then fed back into Amazon DSP, sharpening audience building and campaign performance.

This cycle broke down the wall between brand advertising and commerce data, creating a single stream of intelligence.

The Results

Via Marte moved from running isolated campaigns to operating with a connected data ecosystem. The outcome was a continuous growth engine:

• Ads created high-quality traffic.

• Segmentify captured and enriched visitor data across online and offline touchpoints.

• Amazon DSP campaigns improved with each cycle, targeting audiences more effectively.

This systematization brought a significant reduction in bounce rate, increased session time, and a surprisingly high conversion rate—despite the campaign’s primary objective being awareness.

The numbers are particularly impressive for a top-of-funnel campaign. While the intent was to build brand awareness and drive qualified visits, the Connected Commerce system converted that intent into meaningful action—proving the value of a personalized onsite experience paired with smart audience targeting.

The end-to-end personalisation tripled the site’s conversion rate, delivering a 300% improvement over typical performance. Bounce rates dropped, session times increased, and visitors were consistently guided toward the products most likely to convert.

Compared to Google Display Network’s average apparel conversion rate of just 0.58% (Wordstream), Via Marte’s 3.53% conversion rate underlines the superior performance of Amazon DSP when paired with intelligent personalization.

A Unique Use Case: DSP Without Selling on Amazon

Perhaps most noteworthy is the fact that Via Marte does not sell its products directly on Amazon. This case demonstrates that:

Amazon DSP can be used as a high-performance media channel to drive shoppers away from Amazon—toward a brand’s own ecommerce environment.

It’s not a fit for every brand. It requires strategic investment, robust analytics, and a strong first-party data foundation. But for brands ready to take control of the customer experience, this case proves it works.

Closing the Loop with Smart Retargeting

We also leveraged Via Marte’s own customer database by uploading it to Amazon DSP. This enabled us to create high-performing lookalike audiences and reconnect with former buyers who may have discovered the brand offline.

Many of these shoppers later encountered Via Marte’s ads again while browsing Amazon for other fashion products. This subtle reinforcement of brand memory helped re-route category interest back to viamarte.com, supporting long-term loyalty and recognition.

What We Learned

• Personalization Drives Performance: The Connected Commerce AI more than tripled the site’s average conversion rate, proving that hyper-personalized journeys not only improve user experience—they directly impact revenue. When visitors see exactly what they’re likely to love, they’re far more likely to convert.
• Amazon DSP Brings High-Intent Shoppers: Even though the campaign was designed to build awareness, it attracted highly qualified traffic. Amazon’s shopping signals allowed us to reach people who were already in a buying mindset—creating the perfect conditions for downstream conversion.
• Strategic Moments Amplify Results: Although the campaign wasn’t built around Black Friday, running continuously through that period gave us powerful insight. Seasonal peaks serve as accelerants when the groundwork of awareness and personalization is already in place.
• Using DSP Without Selling on Amazon is Viable—With the Right Stack: Via Marte’s success shows that Amazon DSP isn’t just for marketplace sellers. Brands with strong DTC infrastructure and a well-integrated tech stack can use it to build awareness and drive traffic to their own ecosystem—with the right personalization engine converting that traffic into growth.
• Retargeting Closes the Loop: Uploading first-party customer data into DSP allowed Via Marte to re-engage previous buyers across Amazon’s ecosystem. This was especially valuable for reminding retail shoppers of the brand while they browsed competing products on Amazon—redirecting them back to viamarte.com.

What’s Next

Paragon and Via Marte are now expanding these learnings to scale year-round growth. With deeper segmentation, creative testing, and audience expansion planned, we’ll continue using AI and retail media to turn engaged visitors into loyal customers.

Want to Achieve the Same?

Let’s explore how Amazon DSP and Connected Commerce can transform your traffic into revenue. Start a chat with our Assistant — she’ll guide you from there.