DADA GROUP – The all-around packet for German market: localizing and customizing the main product, strategic marketing and supporting product management Tools: Display, Copy, Affiliation Situation at the start After becoming the market leader for its sector in Italy, the Dada group decided to offer its products to other national markets. Germany played an important strategic role in these expansion plans. Setting targets The goals include: 1) to offer a product that matches the habits and tastes of the German user; 2) use the internet as the only advertising channel for acquiring customers; 3) a constant optimizing of the ROI will be accomplished through strategic application of online marketing tools with the highest performance. Approach The company will be supported by the agency for every step in developing the German market. From adapting the product to match German user's taste to expansion strategies; from selecting online marketing instruments to optimizing the campaign and the products with real-time support and consultation from the Account Manager.