How do you increase ROAS without increasing spend and with limited tracking capabilities?
Roller Rabbit is a feel-good company that looks for the joy in life. Their clothing, accessories, and home furnishings are inspired by fun, vibrancy, and togetherness. With the in-house marketing team focusing their expertise on creative production and product development, they needed help to leverage Roller Rabbit’s digital marketing to its full potential.
A 25% budget cut and issues tracking their revenue data challenged Roller Rabbit’s paid media campaigns. They partnered with Major Tom to create a well-thought-out strategy. The goal was to build brand awareness and create campaigns designed to grow revenue.
Our Objectives
An integrated strategy that reveals new audiences, optimizes, and engages.
Major Tom completed a full audit of data from analytics, CRM, and other third-party sources to make recommendations for success. With the full audit completed, Major Tom was able to create a data solutions that gave all team members confidence in reporting accuracy.
Then, Major Tom developed an integrated paid media strategy to generate strong ROAS and awareness of Roller Rabbit collections. By leveraging targeted, high impact channels such as Facebook, Google Ads, and Microsoft Ads, we were able to best reach their target audience. Data revealed an interested audience that hadn’t previously been tapped into who were then included within the strategy.
Refined optimization brought in the highest quality conversions, this included:
- focused targeting,
- closely monitored sales numbers,
- adjusted ROAS,
- expanding into smaller and more targeted ad groups,
- removing overlapping targeting,
- filling in missing opportunities,
- focusing spend on special promotions and sales, and
- separating dynamic search ads into its own campaign for better control of spend and targeting.
By reviewing historic data, we were able to shift spend focus onto the highest converting categories. We then segmented and created re-marketing audiences based on this data to encourage conversion by targeting relevant users.
During the pandemic, we also provided Roller Rabbit with messaging direction. Reworking their copy to emphasize certain details — such as shipping — resonated with consumers.
95%
176%
98%
775%
1124%
"Our partnership with Major Tom over the past year has been critical to our growth. The team at Major Tom are communicative, incredibly knowledgeable, and understand the importance of highlighting a brand's DNA while considering how to create the greatest digital impact. "
Carolyn Philips Director of Marketing