How Strike Gently Powered a 280% Surge in ROAS with ATTN
Year Over Year Increase in ROAS
Year Over Year Decrease in CPA
Increase in Conversion Value
overview
Taking a Growing Brand to the Next Level
Strike Gently was founded in 2015 by designer Charlie Ambler, and today, the brand’s irreverent enamel pins and tapestry blankets are beloved by hundreds of thousands of customers. When sales hit an inflection point during the pandemic, the company felt the time was right to bring in a dedicated team to lead its ad-buying strategy and get more out of its ad dollars. Here’s how the experts at ATTN transformed its paid search efforts for better performance and remarkable growth.
The challenge
Seize New Opportunities to Scale — Without Sacrificing Profits
Historically, paid search wasn’t a major focus for Strike Gently. However, ATTN recognized the channel’s untapped potential as a cost-effective way to get the brand in front of qualified new buyers. The team saw significant growth opportunities in Display, YouTube, and non-brand search — but to fully realize these results, they had to demonstrate to the client the value of investing in these top-of-funnel channels
The solution
Grow the Brand’s Audience with New Search Tactics, Then Reengage Strategically
ATTN began by adding non-brand search to Strike Gently’s Google efforts, which significantly expanded the brand's retargeting audience. The team then strategically retargeted these users with Display assets for either lapel pins or tapestry blankets, confident that these ads would resonate and drive awareness so the brand’s products remained top-of-mind.
This initiative included a push into video ads, which Strike Gently had previously avoided because their impact on conversions wasn’t immediately apparent. ATTN, though, knew the channel could help build the top of the funnel and ultimately move the needle for the brand.
To boost order value, the team channeled a larger share of the budget toward the blankets category, which has a substantially higher AOV than lapel pins. This involved making concerted efforts to keep fresh assets rotating within the category and launching a product-specific Performance Max campaign to help optimize performance.
ATTN also cleaned up and standardized the ad copy associated with Strike Gently’s Shopping listings to ensure uniformity among each of the products and improve the customer experience.
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The results
A More Effective — and Efficient — Top-of-Funnel Strategy
Casting a wider net with non-brand search helped drive a 280% increase in ROAS, bringing in new customers that may not have otherwise discovered Strike Gently.
Combining Dynamic Search ads with Evergreen Display ads also made the product offer much more memorable and appealing to high-intent purchasers, decreasing CPA by 45%.
The aggressive push within the blankets category was likewise a success, increasing conversion value by 368%.
And video ads, once initial tests proved successful, became a powerful growth engine, building brand awareness at less than a penny per view.
With more revenue flowing in and efficiencies improving, Ambler and the Strike Gently team have been able to focus on what they do best — creating products their customers love — knowing they can rely on ATTN to deliver high-performing ads that get the brand in front of the right audiences.
“Much of the heavy lifting for this client had to do with convincing them to expand into Display, especially video. The general perception was, ‘Those channels don't directly convert, so why would we be wasting ad dollars?’ We really worked to change the perception of which KPIs should be viewed as successful. In this case, it was Cost Per View for video. We generated 1.8M video views at $0.009 (less than a penny).”
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