Objective

Foot Locker launched a product-focused campaign spotlighting a new sports shoes line across Meta and TikTok, requiring a more efficient and scalable way to manage brand investment across Europe. With teams manually reallocating budgets across channels and markets, the brand faced rising pressure to protect upper- and mid-funnel budgets while proving the incremental value of its media spend. To move beyond manual processes and inconsistent performance, Foot Locker aimed to:

• Eliminate inefficiencies caused by manual budget allocation across platforms and markets
• Understand and act on real-time cross-channel reach signals to unlock incremental reach
• Protect critical brand budgets by proving measurable results for upper-funnel campaigns

Solution

Foot Locker modernized its brand investment strategy by unifying Smartly’s Brand Pulse and Predictive Budget Allocation (xPBA). Brand Pulse delivered real-time visibility into cross-channel reach, helping the team understand where their audiences were saturated and where incremental reach was still available. xPBA then used the live reach signal to automatically redistribute spend toward the channels and markets with the highest incremental impact, removing the guesswork and inefficiencies of manual budget shifts.

By pairing real-time reach insights with automated budget allocation, Foot Locker reduced CPCR by up to 15% and unlocked an additional 2.92 million people that would have otherwise been missed, proving the value of its upper-funnel investment and making every impression work harder.