{"id":1737,"date":"2026-07-16T16:24:56","date_gmt":"2026-07-16T14:24:56","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=case&#038;p=1737"},"modified":"2026-07-16T17:03:08","modified_gmt":"2026-07-16T15:03:08","slug":"be-lenka-narust-obratu-o-98-v-regionu-dach","status":"publish","type":"case","link":"https:\/\/mairateam.com\/cs\/pripadove-studie\/be-lenka-narust-obratu-o-98-v-regionu-dach\/","title":{"rendered":"Be Lenka: N\u00e1r\u016fst obratu o 98 % v regionu DACH d\u00edky lokalizovan\u00e9 strategii pro Google Ads a Meta"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Klient: Be Lenka<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Be Lenka nab\u00edz\u00ed modern\u00ed a stylov\u00e9 barefoot boty pro \u017eeny, mu\u017ee i d\u011bti, kter\u00e9 spojuj\u00ed p\u0159irozenost, pohodl\u00ed a design. Zna\u010dka se s\u00eddlem na Slovensku vyv\u00edj\u00ed boty z\u00e1m\u011brn\u011b lehk\u00e9, flexibiln\u00ed a bez podpatku (zero drop), aby podporovaly p\u0159irozenou ch\u016fzi a posilovaly svaly chodidel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jako mezin\u00e1rodn\u011b orientovan\u00e1 zna\u010dka je Be Lenka siln\u011b zastoupena p\u0159edev\u0161\u00edm v Evrop\u011b, mimo jin\u00e9 v regionu DACH (N\u011bmecko, Rakousko, \u0160v\u00fdcarsko), ve Skandin\u00e1vii, \u0160pan\u011blsku, Polsku, \u010cesku a It\u00e1lii. P\u016fsob\u00ed tak\u00e9 v USA, Asii a p\u0159es vybran\u00e1 distribu\u010dn\u00ed partnerstv\u00ed na Bl\u00edzk\u00e9m v\u00fdchod\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Od sv\u00e9ho zalo\u017een\u00ed v roce 2017 se Be Lenka dynamicky rozv\u00edj\u00ed a dnes dosahuje ro\u010dn\u00edho obratu v \u0159\u00e1du des\u00edtek milion\u016f eur. <strong>Pat\u0159\u00ed tak mezi mezin\u00e1rodn\u011b uzn\u00e1van\u00e9 l\u00eddry rostouc\u00edho segmentu barefoot obuvi.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>V\u00fdsledky<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u011bhem jednoho roku spolupr\u00e1ce se n\u00e1m poda\u0159ilo v\u00fdrazn\u011b zlep\u0161it v\u00fdsledky kampan\u00ed:<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/belenka-main.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/belenka-main.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/belenka-main.png\" width=\"1024\" height=\"634\" alt=\"Bar chart of monthly year-over-year revenue growth, rising from Monat 1 to Monat 11 with a drop in Monat 12, and a trend line expected growth edge on top of the bars.\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"prose prose-sm max-w-none mt-2 italic\">R\u016fst obratu v&nbsp;regionu DACH: dodate\u010dn\u00fd obrat ve srovn\u00e1n\u00ed se stejn\u00fdm m\u011bs\u00edcem p\u0159edchoz\u00edho roku.<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>V\u00fdchoz\u00ed situace: nejsiln\u011bj\u0161\u00ed trh p\u0159estal r\u016fst<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e se na n\u00e1s zna\u010dka Be Lenka na za\u010d\u00e1tku roku 2024 obr\u00e1tila, st\u00e1la p\u0159ed jasnou v\u00fdzvou: region DACH (N\u011bmecko, Rakousko, \u0160v\u00fdcarsko) byl jej\u00edm obratov\u011b nejsiln\u011bj\u0161\u00edm trhem, r\u016fst v\u0161ak za\u010dal stagnovat a dosavadn\u00ed strategie nar\u00e1\u017eela na sv\u00e9 limity. Trh do t\u00e9 doby spravoval t\u00fdm orientovan\u00fd na st\u0159edn\u00ed a v\u00fdchodn\u00ed Evropu, jeho\u017e pozornost se p\u0159irozen\u011b nesoust\u0159edila na specifick\u00e9 po\u017eadavky regionu DACH. <strong>Chyb\u011blo lok\u00e1ln\u00ed porozum\u011bn\u00ed trhu, kulturn\u00ed dolad\u011bn\u00ed komunikace i hloubkov\u00e1 performance expertiza pro tento vysoce konkuren\u010dn\u00ed trh.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na\u0161e mise byla jasn\u00e1: cht\u011bli jsme nejen znovu <strong>nastartovat r\u016fst,<\/strong> ale tak\u00e9 udr\u017eiteln\u011b a perspektivn\u011b ukotvit Be Lenka v regionu DACH. Za t\u00edmto \u00fa\u010delem jsme vyvinuli <strong>lokalizovanou kampa\u0148ovou strategii<\/strong> pro Google Ads a Meta, podpo\u0159enou kreativami odpov\u00eddaj\u00edc\u00edmi c\u00edlov\u00e9 skupin\u011b a <strong>full-funnel p\u0159\u00edstupem<\/strong>. Nam\u00edsto spol\u00e9h\u00e1n\u00ed se na klasick\u00e1, izolovan\u00e1 reklamn\u00ed opat\u0159en\u00ed jsme se zam\u011b\u0159ili na <strong>celistv\u00e9 \u0159\u00edzen\u00ed z\u00e1kaznick\u00e9 cesty,<\/strong> kter\u00e1 propojuje f\u00e1zi pov\u011bdom\u00ed, zva\u017eov\u00e1n\u00ed a konverze.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Od stagnace k r\u016fstu: p\u0159esv\u011bd\u010div\u00e9 v\u00fdsledky<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ji\u017e n\u011bkolik m\u011bs\u00edc\u016f po zah\u00e1jen\u00ed spolupr\u00e1ce se za\u010daly projevovat jasn\u00e9 \u00fasp\u011bchy: <strong>\u0161k\u00e1lovateln\u00fd r\u016fst, v\u011bt\u0161\u00ed efektivita rozpo\u010dtu a m\u011b\u0159iteln\u00e9 n\u00e1r\u016fsty p\u0159\u00edjm\u016f a ziskovosti.<\/strong><\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tPr\u016fm\u011brn\u00e9 tempo meziro\u010dn\u00edho r\u016fstu v&nbsp;regionu DACH vzrostlo b\u011bhem 12 m\u011bs\u00edc\u016f z&nbsp;50&nbsp;% na&nbsp;98&nbsp;%.\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Spole\u010dn\u00e9 c\u00edle jsme neplnili jen ob\u010das, p\u0159ekon\u00e1vali jsme je systematicky. Jak jsme toho dos\u00e1hli?<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kl\u00ed\u010dem byla celistv\u00e1, na datech zalo\u017een\u00e1 strategie.<\/strong> N\u00e1\u0161 p\u0159\u00edstup k pos\u00edlen\u00ed v\u00fdkonu a p\u0159\u00edtomnosti zna\u010dky Be Lenka: strategie pro Google a Meta postaven\u00e1 na datech, full-funnel opat\u0159en\u00ed, lokalizovan\u00fd obsah a automatizovan\u00e1 optimalizace kreativ.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Strategie a lokalizace<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Celistv\u00e1, na datech zalo\u017een\u00e1 strategie:<\/strong> Kombinace kreativn\u00edho marketingu a datov\u00e9 p\u0159esnosti.<\/li>\n\n\n\n<li><strong>Audity a anal\u00fdzy:<\/strong> Komplexn\u00ed p\u0159ezkoum\u00e1n\u00ed st\u00e1vaj\u00edc\u00edch kampan\u00ed, zdroj\u016f n\u00e1v\u0161t\u011bvnosti a sledovac\u00edch mechanism\u016f.<\/li>\n\n\n\n<li><strong>Strategie a optimalizace kan\u00e1l\u016f:<\/strong> Restrukturalizace kampan\u00ed na Google a Meta s jasn\u011b definovan\u00fdmi typy kampan\u00ed, p\u0159esn\u011b c\u00edlen\u00fdm zam\u011b\u0159en\u00edm na publikum a full-funnel p\u0159\u00edstupem pro optim\u00e1ln\u00ed pokryt\u00ed z\u00e1kaznick\u00e9 cesty, v\u00fdkon a budov\u00e1n\u00ed zna\u010dky.<\/li>\n\n\n\n<li><strong>Lokalizovan\u00fd obsah:<\/strong> P\u0159esn\u00e9 p\u0159eklady a adaptace marketingov\u00fdch text\u016f, obsahu webu a kreativ pro lok\u00e1ln\u00ed osloven\u00ed c\u00edlov\u00fdch skupin a zaji\u0161t\u011bn\u00ed kulturn\u00ed relevance.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Spr\u00e1va kampan\u00ed<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>P\u0159eorientov\u00e1n\u00ed Google Shopping &amp; PMax:<\/strong> Dynamick\u00e1 spr\u00e1va rozpo\u010dt\u016f a struktury kampan\u00ed na z\u00e1klad\u011b dat o v\u00fdkonu produkt\u016f v re\u00e1ln\u00e9m \u010dase. Nejl\u00e9pe v\u00fdkonn\u00e9 produkty z\u00edsk\u00e1vaj\u00ed maxim\u00e1ln\u00ed viditelnost; produkty s ni\u017e\u0161\u00edm v\u00fdkonem jsou efektivn\u011b vy\u0159azov\u00e1ny. Optimalizaci na z\u00e1klad\u011b mar\u017ee zav\u00e1d\u00edme postupn\u011b pro udr\u017eitelnou ziskovost.<\/li>\n\n\n\n<li><strong>\u0160k\u00e1lov\u00e1n\u00ed a optimalizace:<\/strong> Zaveden\u00ed inovativn\u00edch form\u00e1t\u016f Google, jako jsou PMax a Demand Gen, v kombinaci s brandov\u00fdmi aktivitami v horn\u00ed \u010d\u00e1sti funnelu. Sou\u010dasn\u00e9 posilov\u00e1n\u00ed v\u00fdkonu, anga\u017eovanosti a pov\u011bdom\u00ed o zna\u010dce.<\/li>\n\n\n\n<li><strong>N\u00e1stroj pro optimalizaci kreativ:<\/strong> Dynamick\u00e9 a statick\u00e9 kreativy pro Meta reklamy jsou automaticky obohacov\u00e1ny o cenov\u00e9 informace, propaga\u010dn\u00ed nab\u00eddky a vizu\u00e1ln\u00ed prvky pro maximalizaci dopadu reklam.<\/li>\n<\/ul>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/belenka-1.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/belenka-1.avif\" width=\"1024\" height=\"638\" alt=\"White low-top sneakers on cropped blue jeans; ad panel shows price 79,90 \u20ac, and a &#039;Jetzt kaufen&#039; button with a five-star rating.\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Automatizace a AI<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Implementace Google Ads Scripts a syst\u00e9m\u016f pro spr\u00e1vu feed\u016f:<\/strong> Automatizace opakuj\u00edc\u00edch se \u00fakol\u016f a rychl\u00e9 \u00fapravy na z\u00e1klad\u011b dat pro efektivn\u00ed spr\u00e1vu kampan\u00ed.<\/li>\n\n\n\n<li><strong>Optimalizace \u0159\u00edzen\u00e1 daty v re\u00e1ln\u00e9m \u010dase:<\/strong> N\u00e1stroje a skripty umo\u017e\u0148uj\u00ed kontinu\u00e1ln\u00ed optimalizaci a zlep\u0161ov\u00e1n\u00ed v\u00fdkonu nap\u0159\u00ed\u010d celou strategi\u00ed kampan\u00ed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky t\u00e9to komplexn\u00ed strategii se Be Lenka poda\u0159ilo nejen v\u00fdrazn\u011b zv\u00fd\u0161it viditelnost v regionu DACH, ale tak\u00e9 podstatn\u011b nav\u00fd\u0161it p\u0159\u00edjmy a etablovat se jako siln\u00e1 zna\u010dka barefoot obuvi.<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/belenka-2.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/belenka-2.avif\" width=\"938\" height=\"1024\" alt=\"Feet wearing beige and brown Be Lenka Entice Neo sandals on grass with autumn leaves.\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vyu\u017eit\u00e9 slu\u017eby<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Audit a optimalizace SEA<\/li>\n\n\n\n<li>(Re-)Strukturov\u00e1n\u00ed kampan\u00ed Google Ads<\/li>\n\n\n\n<li>(Re-)Strukturov\u00e1n\u00ed kampan\u00ed Meta Ads<\/li>\n\n\n\n<li>Optimalizace strategie nab\u00eddek a retargeting<\/li>\n\n\n\n<li>Komplexn\u00ed strategick\u00e9 poradenstv\u00ed v oblasti online marketingu<\/li>\n\n\n\n<li>Audit a optimalizace m\u011b\u0159en\u00ed<\/li>\n\n\n\n<li>Kontinu\u00e1ln\u00ed \u0161k\u00e1lov\u00e1n\u00ed akvizice z\u00e1kazn\u00edk\u016f<\/li>\n\n\n\n<li>Produkce kreativ \/ UGC<\/li>\n\n\n\n<li>Doporu\u010den\u00ed pro webov\u00e9 str\u00e1nky<\/li>\n\n\n\n<li>Upper-funnel a brandov\u00e9 aktivity<\/li>\n\n\n\n<li>P\u0159ehledy o konkurenci<\/li>\n\n\n\n<li>Reporting<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Budouc\u00ed spolupr\u00e1ce<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na z\u00e1klad\u011b dosavadn\u00edch \u00fasp\u011bch\u016f pl\u00e1nujeme dal\u0161\u00ed roz\u0161\u00ed\u0159en\u00ed spolupr\u00e1ce s Be Lenka. C\u00edlem je nejen pokra\u010dovat ve \u0161k\u00e1lov\u00e1n\u00ed r\u016fstu v regionu DACH, ale tak\u00e9 strategicky <strong>otev\u00edrat mezin\u00e1rodn\u00ed trhy a dlouhodob\u011b posilovat zna\u010dku<\/strong> v glob\u00e1ln\u00edm m\u011b\u0159\u00edtku. Budeme i nad\u00e1le spol\u00e9hat na strategie zalo\u017een\u00e9 na datech, full-funnel opat\u0159en\u00ed a inovativn\u00ed p\u0159\u00edstupy k automatizaci, abychom pr\u016fb\u011b\u017en\u011b zvy\u0161ovali p\u0159\u00edjmy, ziskovost a p\u0159\u00edtomnost zna\u010dky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tento projekt n\u00e1m op\u011bt p\u0159ipom\u00edn\u00e1: udr\u017eiteln\u00fd r\u016fst nen\u00ed n\u00e1hoda. Je v\u00fdsledkem kombinace porozum\u011bn\u00ed lok\u00e1ln\u00edmu trhu, \u0159\u00edzen\u00ed zalo\u017een\u00e9ho na datech a jasn\u00e9 strategie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro Be Lenka jsme p\u0159em\u011bnili region DACH z v\u00fdzvy v opravdov\u00fd motor r\u016fstu. <strong>B\u011bhem kr\u00e1tk\u00e9 doby jsme dos\u00e1hli n\u00e1r\u016fstu obratu o 98 %.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kombinac\u00ed tr\u017en\u00ed expertizy, technick\u00e9 excelence a kontinu\u00e1ln\u00edho rozvoje se n\u00e1m poda\u0159ilo nejen generovat kr\u00e1tkodob\u00e9 p\u0159\u00edjmy, ale tak\u00e9 vytvo\u0159it \u0161k\u00e1lovateln\u00fd a ziskov\u00fd z\u00e1klad pro udr\u017eiteln\u00fd mezin\u00e1rodn\u00ed r\u016fst.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-service bg-primary-500 p-5 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex flex-col md:flex-row md:items-center gap-7\">\n\t\t\t\t\t\t\t<picture class=\"shrink-0 flex items-center justify-center size-32 md:size-50 lg:size-62\">\n\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/service-list-5-black.svg\" width=\"230\" height=\"230\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"w-full h-full object-contain filter-white-color\">\n\t\t\t\t<\/picture>\n\n\t\t<div class=\"flex flex-col justify-center\">\n\t\t\t<h2 class=\"font-bold text-2xl xs:text-3xl uppercase text-secondary-500 mb-4\">\n\t\t\t\t\u00dasp\u011bch nen\u00ed n\u00e1hoda. V\u00edme, jak na&nbsp;to.\n\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"prose text-balance\">\n\t\t\t\t\t<p>Jste p\u0159ipraveni posunout sv\u00e9 marketingov\u00e9 aktivity na vy\u0161\u0161\u00ed \u00farove\u0148? A\u0165 u\u017e jde o&nbsp;v\u011bt\u0161\u00ed pov\u011bdom\u00ed o&nbsp;zna\u010dce, nebo rostouc\u00ed obrat, zanalyzujeme v\u00e1\u0161 potenci\u00e1l a&nbsp;navrhneme spr\u00e1vn\u00e9 kroky. 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