Case Studies
A Million Fans
But No Buyers
A Million Fans
But No Buyers
The Problem
The Problem
The client faced stagnant growth, with sales remaining flat month-over-month despite consistent investment in paid and organic marketing efforts. While promotional campaigns temporarily boosted sales volume, these spikes were unsustainable—the deep discounts eroded profitability, leaving the client without a viable long-term strategy for revenue growth.
The client faced stagnant growth, with sales remaining flat month-over-month despite consistent investment in paid and organic marketing efforts. While promotional campaigns temporarily boosted sales volume, these spikes were unsustainable—the deep discounts eroded profitability, leaving the client without a viable long-term strategy for revenue growth.
The Observation
The Observation
A deep dive into the client’s campaigns revealed three key missteps driving stagnant sales. First, the lack of frequency caps led to severe ad fatigue, with the same users repeatedly served identical ads—diminishing engagement and wasting spend. Second, while micro-conversions (add-to-carts and site visits) grew month-over-month—at times surpassing sales volume by 10x—this traction failed to translate into revenue, signaling critical leaks in the post-click funnel. Finally, the blanket use of generic creatives across all audiences and campaign types ignored demographic and intent differences, further diluting relevance and performance.
A deep dive into the client’s campaigns revealed three key missteps driving stagnant sales. First, the lack of frequency caps led to severe ad fatigue, with the same users repeatedly served identical ads—diminishing engagement and wasting spend. Second, while micro-conversions (add-to-carts and site visits) grew month-over-month—at times surpassing sales volume by 10x—this traction failed to translate into revenue, signaling critical leaks in the post-click funnel. Finally, the blanket use of generic creatives across all audiences and campaign types ignored demographic and intent differences, further diluting relevance and performance.
The Analysis
The Analysis
The disconnect between rising micro-conversions (like add-to-carts) and flat sales indicated a critical gap in the client’s funnel strategy. While they heavily invested in top-of-funnel awareness campaigns and bottom-funnel retargeting, they overlooked a crucial opportunity: engaging mid-funnel users who had already shown intent but weren’t being nurtured toward purchase. This untapped audience represented a key growth opportunity left unaddressed.
The disconnect between rising micro-conversions (like add-to-carts) and flat sales indicated a critical gap in the client’s funnel strategy. While they heavily invested in top-of-funnel awareness campaigns and bottom-funnel retargeting, they overlooked a crucial opportunity: engaging mid-funnel users who had already shown intent but weren’t being nurtured toward purchase. This untapped audience represented a key growth opportunity left unaddressed.
The Recommendation
The Recommendation
We overhauled the client’s campaign structure by implementing three distinct, purpose-driven funnels:
Awareness: Targeted net-new users with interest-based prospecting to expand their market reach.
Consideration: Re-engaged mid-funnel users who had shown intent (e.g., add-to-carts, page views) with tailored creatives to push them toward conversion.
Conversion: Leveraged strategic promotions and retargeting for high-intent users and existing customers to maximize ROI.
We overhauled the client’s campaign structure by implementing three distinct, purpose-driven funnels:
Awareness: Targeted net-new users with interest-based prospecting to expand their market reach.
Consideration: Re-engaged mid-funnel users who had shown intent (e.g., add-to-carts, page views) with tailored creatives to push them toward conversion.
Conversion: Leveraged strategic promotions and retargeting for high-intent users and existing customers to maximize ROI.
To maximize the impact of our restructured campaigns, we conducted in-depth creative analysis that went beyond surface-level metrics. By examining view-through rates, we identified exact drop-off points in video content, revealing where audience interest waned. We implemented a dual-metric evaluation system, comparing creatives not just by click-through rate but also by dwell time - this revealed which assets were effective at driving immediate action versus those that fostered deeper engagement. These insights allowed us to strategically repurpose the highest-performing creative elements across different funnel stages, ensuring each audience segment received content optimized for their position in the customer journey. This data-driven approach to creative refinement significantly enhanced our ability to both capture attention and maintain engagement throughout the marketing funnel.
To maximize the impact of our restructured campaigns, we conducted in-depth creative analysis that went beyond surface-level metrics. By examining view-through rates, we identified exact drop-off points in video content, revealing where audience interest waned. We implemented a dual-metric evaluation system, comparing creatives not just by click-through rate but also by dwell time - this revealed which assets were effective at driving immediate action versus those that fostered deeper engagement. These insights allowed us to strategically repurpose the highest-performing creative elements across different funnel stages, ensuring each audience segment received content optimized for their position in the customer journey. This data-driven approach to creative refinement significantly enhanced our ability to both capture attention and maintain engagement throughout the marketing funnel.
