Driving Football Fans to Buy: Fútbol Emotion’s DV360 Retargeting Campaign

Client Overview

Fútbol Emotion is a premier Spain-based retailer specializing in football gear - including boots, jerseys, gloves, and training accessories. With a mobile app tailored for several EU markets, the brand blends localized user experience, team-specific collections, and fast checkout to engage passionate football fans.

Campaign Objective (DV360-Only Focus)

• Retarget high-intent app users and website visitors using DV360 to drive in-app purchases.
  
  

• Energize the purchase phase of the user funnel by delivering personalized retargeting to post-engagement audiences.
  
  

• Enhance retention and reactivation through dynamic, relevant creatives served programmatically.
  
  

DV360 Strategy & Execution

We leveraged Display & Video 360 as the primary channel for campaign precision and scale in the purchase and retention stages:

• Retargeting Setup
  
  
  

  • Utilized CRM and Firebase audiences to segment high-intent users (e.g., users who added items to cart but hadn’t purchased).
    
    

  • Built lookalike models using high-value user data.
    
    

• Platform Execution
  
  
  

  • Served ads across Google inventory and Private Marketplaces (PMPs) via DV360.
    
    

  • Positioned dynamic, seasonally themed product creatives to re-engage users at the point of decision.
    
    

• Creative Tactics
  
  
  

  • Employed dynamic product ads (DPAs) personalized based on user behavior and product categories they browsed.
    
    

  • Implemented messaging aligned with ongoing promotions and key football seasons.
    
    

Results & Impact

While specific DV360-only performance figures weren't isolated in the broader campaign, the Purchase and Retention phases leveraged DV360 to:

• Enhance re-engagement using CRM/Firebase segments with lookalike models.
  
  

• Drive incremental in-app purchases by retargeting high-intent visitors across premium inventory.
  
  

• Support seasonal campaigns with dynamic creatives synchronized with football events and promotions.
  
  

These digital investments contributed to the overall campaign’s success in driving installs, purchases, and long-term user value.

Why It Worked

• Precision Targeting: DV360’s audience-layering with CRM/Firebase segments ensured relevance to the right users.
  
  

• Dynamic Creativity: DPAs matched users’ browsing behavior, boosting personalization and conversion potential.
  
  

• Scale with Control: Access to Google inventory and PMPs allowed for protective, brand-safe placements combined with robust reach.
  
  

Takeaway

In the Fútbol Emotion campaign, DV360 was instrumental in the later stages of the user funnel - reactivating interested users and driving purchases. The platform’s advanced audience segmentation, dynamic creatives, and high-quality inventory enabled efficient, high-impact retargeting that supported both conversion goals and ongoing retention strategies.