From zero to category leader in Creative Toys

with an advanced Allegro Ads strategy

Case Study: dominacja kategorii w sezonie świątecznym — branża zabawek kreatywnych | IKARTO

Case Study · Allegro Ads: seasonal strategy and campaign optimization

Industry: toys and creative supplies (scissors, crayons, art supplies)

We set the goal back in the summer: to become the sales leader in the creative toys category for the most important shopping period of the year, November and December. Instead of reacting to the season, we planned it several months ahead. The result: in the peak month, ad revenue was almost 19 times higher than in the starting month.

PLN 455,162

ad revenue in November 2025, the peak of the season

×19

growth in ad revenue vs the starting month (June 2025)

PLN 821,000

total ad revenue in November + December 2025

17–21×

ROAS at the peak of the season (November-December)

Starting point and goal

In summer 2025, together with the client, we set a clear, ambitious goal: in the pre-Christmas period that is key for the creative toys category (November-December), we wanted not only to increase sales but to outperform the competition and build a position as the category leader on Allegro. In June 2025, the account generated approx. PLN 24,000 per month from ads. That was a solid level, but one that did not use the account's full potential.

Our strategy: planning ahead

Instead of raising the budget only in November, we built a multi-month plan to build up momentum on the account, so that it would enter the season at full speed rather than from zero.

Jun-Jul

Setting the goal and building the foundation: organizing offers, first campaign tests

Aug-Sep

Gradually increasing the budget, testing the product groups with the highest potential

October

Clearly accelerating the scale of advertising before the season: building the account's "momentum"

November

Maximum campaign intensity at the peak of the shopping season

December

Maintaining high visibility until the last days before Christmas

Planning the strategy ahead of time

We planned the budget and campaign schedule several months before the season. As a result, by November the account already had the Allegro Ads algorithm "up to speed", instead of starting from zero at the most competitive moment of the year.

Product segmentation for the season

We selected the products with the highest sales potential in the pre-Christmas period (creative sets, gift variants of products) and directed most of the budget to them in November and December.

Real-time campaign optimization

At the peak of the season, we monitored results much more often than usual. Quick decisions to shift budget to the best-selling products let us maintain a high return on ad spend despite a drastically increased scale of spending.

Where we focused ad placement

At the peak of the season, we maximized presence across all Allegro Ads formats, with an emphasis on placements with the highest purchase intent. Below is the standard budget allocation model we use in seasonal campaigns of this scale, adjusted on an ongoing basis according to results.

Sponsored Offers: search results~58%
Sponsored Offers: product pages (offers)~23%
Sponsored Offers: Google Ads~13%
Display campaigns and video ads~6%

The breakdown above is an illustrative, standard budget allocation model used by IKARTO in seasonal campaigns of this scale. It is not an exact, historical delivery report for this specific account (Allegro does not provide such a breakdown in its data export). We will gladly replace it with an exact breakdown if you want it to be 100% consistent with the actual billing of this campaign.

Results

Allegro Ads revenue from June to December 2025: the preparation period and the peak of the season (the client's own account data). A visible, deliberately planned increase starting in the summer and culminating in November and December.

Ad revenue (PLN/month)

Ad budget (PLN/month)

Metric	Start (June 2025)	November 2025	December 2025
Ad revenue	PLN 23,898	PLN 455,162	PLN 366,529
Ad budget	PLN 1,127	PLN 26,223	PLN 17,762
ROAS (return on ad spend)	21,2×	17,4×	20,6×

The data comes from the client's Allegro Ads account and shows real values. The brand and account names have been hidden at the client's request. The industry and scale of activity are described accurately. The "category leader" status is a business goal set together with the client based on their market knowledge. Allegro does not publish category rankings, so as proof we present the sales and advertising data we measured, which confirms the scale of dominance in this period.

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