An e-commerce funnel built across both sides of the toy business

Three objectives set the brief: build brand awareness for both Good To Play and Johnco with retailers and customers, lift sales volume and average purchase value through an omni-channel approach, and use Google and Shopify’s shopping features to win more last-touch attributed sales and returning customers.

Working the full marketing spectrum, and knowing from a year of data that a cold social purchaser costs almost three times a warm one, we scaled acquisition through search and used social to convert abandoners with targeted messaging. Shopify’s improved Conversions API and custom audiences from store data enabled upselling and re-engagement of past purchasers in peak periods, with segments by cart value and items added focusing spend on the highest-yield prospects.

Monthly customer insights, age and gender, devices, location, channel conversion, steered each month’s content, budget and campaign strategy, while an SEO audit and on-page optimisations executed with the client’s web team grew organic traffic underneath the paid activity.

Across 2021, revenue grew 22% and website traffic 26% compared to 2020, average purchase value rose 17.5%, and return on ad spend improved 26.25% on the previous period: both brands bigger, and every channel accountable.