Elevating ROAS and engagement with a targeted campaign focused on eco-conscious parents, educators, and collectors
Our strategy
Sprell, a leader in sustainable and educational toys, aimed to grow its online marketing value by 25% in 2023 while improving return on ad spend (ROAS). To achieve this, we crafted a full-funnel strategy tailored to Sprell’s segmented audience, including eco-conscious parents, educators, gift-seekers, and collectors.
- At the Lower Funnel (LOFU) stage, we focused on high-intent keywords and shopping campaigns promoting “sustainable educational toys” and “durable play materials.”
- For the Mid and Top Funnel (MOFU/TOFU) stages, we created engaging video ads and banners showcasing Sprell’s unique, high-quality products to inspire gift-seekers and collectors while building a community around sustainability.
To take this from seed to harvest, we restructured Sprell’s Google Ads with an 80/20 budget split, 80% for high-volume keywords and 20% for niche keywords. Paired with Meta’s Advantage+ campaigns, this approach drove precise engagement and conversions across the funnel.
Our results
Our data-driven, audience-first approach delivered remarkable results:
- 865k clicks through Google Ads, a 38% increase, driving a 70% rise in conversion value.
- 47% increase in clicks via Facebook Ads, with a 43% boost in conversion value.
- 33% reduction in media spend.
- +50% ROAS improvement, rising from 620% to 930%.
Beyond these immediate gains, the campaign helped Sprell achieve a 10.5% year-over-year growth, solidifying their market position in Norway while providing valuable insights for future marketing initiatives. The campaign ended up winning Best Use of Search at the European Search Awards 2024 and was a Finalist at the Global Search Awards 2024.
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