Crealytics x Dorothee Schumacher: Precision at Scale

Dorothee Schumacher is a German luxury contemporary fashion label, known for directional, statement-led womenswear sold across boutiques and department stores globally. Crealytics partnered with the brand to sustain revenue growth and efficiency despite reduced budgets, while protecting brand visibility and limiting competitor gains in impression share.



The strategy centred on scaling non-brand Performance Max without treating it as a single blended pool: we layered in first-party remarketing (cart abandoners, all-site visitors, past purchasers), YouTube engagement audiences including a bespoke vegan-ads segment reflecting the brand's values, fashion and luxury in-market/affinity audiences, granular market-specific segments, and custom search-intent audiences built around fashion brand and competitor/marketplace terms, letting PMax's machine learning prioritise high-intent users while still testing incremental demand.



Bidding was managed on a Target ROAS basis throughout, giving Crealytics a consistent efficiency lever to tighten or loosen as budgets shifted through the year.

On structure, campaigns were organised by collection and seasonal moment, Fall/Winter, Summer, rather than by product category, keeping creative and messaging tightly aligned with what was live in-store. Each campaign also included a deliberately empty asset group as a fallback, maximising presence across Shopping inventory even when tailored creative wasn't eligible to serve.

Creative and copy followed a considered refresh cadence rather than a reactive one: core creative sets ran for four to six weeks, select images were refreshed every two weeks to keep feeds feeling current, and sale messaging was updated every three weeks around the brand's two major sales periods. Non-Brand Search campaigns ran alongside PMax, with additional search themes layered in to sharpen placement targeting.



The results speak to the power of this signal-led approach. Year-on-year, PMax delivered 6% higher revenue at 45% lower cost, driven by a 77% increase in conversion rate. Non-brand efficiency gains were even more pronounced, with ROAS nearly doubling year-on-year even as spend was pulled back. Momentum has continued into 2026, with ROAS up 68% year-on-year from January to July, driven by a 43% uplift in conversion rate, proof that Crealytics' strategy is compounding efficiency rather than plateauing.