Varejo
Polishop eliminates over 300 threats to the brand
Ads and unfair domains fought over the Polishop brand — over 300 threats eliminated and CPC 35% lower.
- 35% CPC reduction
- 18% CTR increase
- 48h to eliminate fraudulent sites
About the client
Polishop is a major Brazilian omnichannel retail company founded in 1999 by João Appolinário. It stands out in the market for innovation and product diversification, with an extensive distribution network including physical stores, telesales, internet and its own TV channel, Polishop TV. Since its inception, the company adopted the multichannel approach, expanding internationally and reaching more than 180 million Brazilians. With an aggressive marketing strategy, Polishop earned a prominent position in Brazilian retail, offering complete, high-quality solutions and becoming a reference in technology and well-being. A story marked by entrepreneurship, innovation and ongoing commitment to customer satisfaction.
The challenge
Polishop faced the challenge of fighting unfair competition on the internet, seeking to eliminate fraudulent sites that clone the brand's entire identity and site to create impossible promotions to commit crimes, plus brand bidding occurrences, the practice in which competitors bid in online ads using the company name as a keyword, redirecting traffic to their own products or services when consumers search for Polishop. Both practices can put users at risk and affect brand integrity. To overcome this, Polishop started the partnership with BrandMonitor, implementing proactive strategies to fight these practices — work designed to protect brand integrity and preserve consumer trust and safety.
The solution
By adopting BrandMonitor's solution, Polishop relied on the dedicated Brand Strategy team to monitor and analyze online activities related to the Polishop brand, identifying more than 420 thousand attacker occurrences improperly using the company name in online ads and several fraudulent sites that advertised non-existent promotions with the Polishop brand. Working to mitigate unfair practices, we were able to identify and eliminate fraudulent sites in less than 48 hours, plus eliminate over 340 brand attackers who improperly bought Polishop's keywords, leading to an expressive 35% reduction in Cost per Click and an 18% increase in click-through rate. Strengthening Polishop's online presence, preserving brand integrity and ensuring a more consistent and secure experience for every consumer.
The scenario was one of rising costs, performance decline and a direct hit to our ROI. The partnership with BrandMonitor was fundamental when we identified a very high volume of competitors, many of whom had bigger investment power than us — we couldn't keep raising our budget and we had no direct support from Google to mitigate certain bad practices. They acted very fast, with a very well-structured process, and proved the value of the solution through a consistent attribution model.