How We Helped OOLY Increase their ROAS by Over 60% in Just One Quarter
Disorganized campaign structure and audience segmentation
Underperforming ad creatives that didn’t reflect the brand’s playful identity
No clear distinction between prospecting and retargeting campaigns
Low engagement rates and poor conversion performance
OOLY is a vibrant arts and crafts brand known for inspiring creativity in both kids and adults. Specializing in high-quality, fun, and unique art supplies (from non-toxic crayons and markers to DIY kits and creative gifts) OOLY stands as a competitor to big names like Crayola and Prang. Their mission is to help individuals by offering products that spark imagination and self-expression.
In our partnership with OOLY, we focused on optimizing their paid advertising strategy, enhancing creative content, and refining audience segmentation. These efforts resulted in a significant boost in brand engagement, sales, and customer acquisition, especially during key shopping seasons.
When OOLY came to us, their campaigns weren’t delivering the expected performance, and their ROAS was underwhelming, especially during key shopping seasons. Their creative didn’t fully capture OOLY’s playful, vibrant brand, leading to missed opportunities for engagement and a decrease in conversion rates. On top of that, the lack of proper audience segmentation meant that OOLY was attempting to speak to everyone, resulting in ineffective targeting and poor campaign efficiency.
So we identified key areas of focus:
Additionally, OOLY needed to better align their creative with their brand's personality and messaging. The lack of a clear strategy for scaling during key shopping moments made it harder for them to truly stand out, resulting in untapped potential that we needed to unlock.
We restructured OOLY’s campaign strategy and refreshed their creative to better align with their playful brand identity. This not only improved ad engagement but also made their campaigns more effective, boosting both ROAS and conversion rates. By segmenting prospecting and retargeting efforts, we tailored content for key shopping moments and helped OOLY connect more with their audience, ensuring better long-term growth.
We revamped OOLY’s creatives to embody their colorful, imaginative brand, making ads more relatable and engaging. This refresh was key to driving immediate increases in ROAS and conversion rates.
We expanded the variety of creative assets, including videos, static images, and written content, ensuring a broad spectrum for testing and optimization to find the best-performing materials.
For crucial retail periods like Valentine’s Day, we developed specialized campaigns with compelling offers that resonated with OOLY’s audience, matching their previous success during other key seasons like BFCM and Christmas.
We clearly separated prospecting and retargeting efforts, allowing us to better target new customers while nurturing the existing ones, leading to higher engagement and more conversions.
We reorganized their campaigns, clearly separating prospecting and retargeting efforts to optimize the ad spend and reach new customers while nurturing existing ones.
Revamped ad creatives to match OOLY’s fun, colorful brand, ensuring the messaging and visuals resonated with their target audience. This led to better engagement and higher conversion rates.
We developed specialized campaigns for crucial shopping periods like Valentine’s Day, aligning the offers and creative to what their customers responded to during past seasonal events, boosting performance significantly.
Updated ad copy with more compelling calls-to-action and better alignment with OOLY's playful brand voice, driving improved engagement and conversion metrics.
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