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THE CHALLENGE

Birdies, a brand known for its stylish yet comfortable footwear, sought to optimize their advertising strategy for efficient growth. 

Their goals included finding the right balance between branded and user-generated content (UGC), maximizing cost-efficiency across paid social, search, and shopping campaigns, and ultimately achieving significant growth in sales.

THE WORK

We partnered with Birdies to create a data-driven approach that seamlessly integrated creative and media buying strategies. Starting with an in-depth analysis of customer demographics, psychographics, media consumption habits, and competitor strategies, our strategy included:

  • DIVERSIFIED AD FORMATS:
    We diversified our ad formats across paid social, search, and shopping channels, using 10-30 second videos, GIFs, carousels, and dynamic ads to appeal to different audience preferences and boost engagement. By combining proven strategies with new high-performing ads, we engaged Birdies’ audience more effectively, appealing to buyers at all stages of the journey.
  • CONTENT STYLE EXPLORATION:
    We discovered that organic, UGC-style content resonated better with Birdies’ target audience compared to highly branded, editorial-style creatives. This shift was supported by strategic iterations, ensuring continuous improvement in ad performance.
  • NON-BRAND KEYWORD STRATEGY: 
    We strategically targeted non-branded keywords to capture early-stage buyers. Campaign data revealed a significant CPA difference between search and shopping channels, allowing us to optimize budget allocation for efficient cost per acquisition.
  • TESTING AND ITERATION METHODOLOGY:
    Our Scale in Place methodology ensured we maintained top-performing ads and strategically allocated budget on the concepts and categories that yielded higher purchases at the most efficient CPA.

THE RESULTS

Our comprehensive strategy yielded significant results for Birdies, surpassing their goals and setting new performance benchmarks:

  • Video Optimization: Through “scale in place,” we narrowed the performance gap between ad formats while strategically increasing video spend. This resulted in a 28% reduction in video CPAs alongside a 72% increase in video spend for content driving a greater number of purchases.
  • Cost-Effective Non-Brand Growth: Non-branded keyword campaigns achieved an 89% lower CPA in shopping channels, demonstrating a more efficient approach to maximizing sales.
  • Surpassing Goals: Our comprehensive strategy delivered exceptional results for Birdies. Blended campaigns during the peak Q4 2023 generated a 57% increase over planned revenue targets and a 14% year-over-year growth in sales. These results surpassed Birdies’ initial goals and set new benchmarks for their advertising performance.

OUR INTEGRATED AND DATA-DRIVEN APPROACH ESTABLISHED A ROBUST FRAMEWORK FOR BIRDIES’ ONGOING ADVERTISING EFFORTS. THIS ENSURES CONTINUOUS IMPROVEMENT AND ADAPTATION TO ACHIEVE LONG-TERM GROWTH OBJECTIVES.