How we increased revenue of boardgame brand by 350% in 1-Month
KLASK, the beloved #1 Tabletop Party Game from Denmark, has captivated over 900,000 people worldwide with its innovative and addictive gameplay. Designed as a fast-paced, magnet-based tabletop game, KLASK offers a unique twist on traditional air hockey, making it a hit for both family gatherings and social events.
Klask approached us in the last week of November with the short-term goal of scaling rapidly and capitalizing on holiday trend and a long-term vision of establishing Klask as a household DTC brand on Shopify.
With the holiday season fast approaching, KLASK faced the daunting task of rapidly scaling its marketing to leverage the seasonal buying surge. Despite already achieving solid performance, there was immense potential for growth during this peak retail period.
Initial Performance (Nov 1 – Nov 28)
Meta: A Return on Ad Spend (ROAS) of 1.79, with a budget of €6664.56 and €11918.95 in revenue.
Google: A ROAS of 2.65, budgeted at €1650.36 and yielding €4369.88.
Shopify: A robust revenue of €23,759.28 and a Marketing Efficiency Ratio (MER) of 2.85.
KLASK strategically targeted two distinct audience segments: families seeking engaging party games and the nightlife crowd, including bars and breweries.
This was achieved through the creation of bespoke creatives that appealed to the interests and lifestyles of each group. Devising these creatives was our first course of action before we started scaling.
The client requested to scale the budget aggressively to capitalize as much as possible on this period.
What did we do?
Considering that the upcoming month (December) is one of their peak seasons and that their already existing marketing ecosystem was good, we decided to start from the low hanging fruits and improve what could have been improved.
In prospecting (on Meta), we stuck to the 2 audiences that the client tested in the past:
We worked on studying and selecting the best-performing creatives. We prepared a batch reiterating the common features of these creatives and tailored them for each of the 2 audiences we were targeting to increase the relevancy.
After this, we were ready to scale strong, leveraging already existing creatives and our new ones.
The week before our takeover, they spent €3,217.10 with a ROAS of 1.76, on Meta.
On Google, they were only running a PMAX campaign, spending roughly €1000 per week and getting a ROAS of 2.45.
In the first week after our takeover (28 Nov – 4 Dec), we increased the weekly spending to €7,851.95 (+144.01%) while managing to increase the ROAS to 2.41.
On Google, we achieved a ROAS of 5.03 (double compared to the previous week) by applying small improvements on the assets of their already existing PMAX and creating a Branded campaign.
Here we left the budget untouched, since Klask is a very visually appealing product we decided to focus most of our attention to Meta as we knew that videos and images could have a better appeal on people’s emotions.
AFTER 1 MONTH OF SD
After 1 month of management, this is what we have brought to the table.
A solid increase in all metrics while moving to spend less than €7,000 from the 1st to November to the 28th, to spend over €32,000 in the same period in December.
KLASK’s strategic pivot for the holiday season was a monumental success. By astutely identifying and engaging with targeted customer segments, coupled with judicious ad spend optimization, KLASK not only tapped into the festive market potential but also raised the bar for its marketing achievements. This case study exemplifies the power of adaptive marketing strategies and the criticality of aligning with market trends.