Pretzel Company
CASE STUDY
Rising Dough: The Pretzel Company’s Journey to Digital Mastery
How Pretzel Company Achieved a 105% Revenue Growth in Two Months
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Backdrop

Nestled in the heart of the US bakery market, The Pretzel Company, under the guidance of Philip, was making waves but not yet in the digital realm.

With a business model spread across a Shopify website, QVC direct sales, Amazon, and wholesale, the company saw its Shopify channel contributing a modest 20% to its turnover.

The goal was clear: escalate this slice of the digital pie.

The Core Challenge

While the Shopify platform was a part of their sales mix, it wasn’t the powerhouse it had the potential to be.

The Pretzel Company aimed to transform this channel from a modest contributor to a significant revenue driver, all while maintaining a keen focus on achieving a 1.9x ROAS across their marketing efforts.

Strategic Shift

We analyzed all their channels and planned their strategic overhaul across Meta, Google, and Klaviyo.

Calendarized Promotions:

We introduced a strategic approach to planning promotions by preparing a quarterly promo calendar and having it filled out in the onboarding phase, allowing for more effective and timely marketing initiatives.

Meta Platform Enhancement:

  • Leveraging a blend of user-generated content and tried-and-true creatives, we developed a robust full-funnel strategy, filling in the gaps with new retargeting segments.
  • Recognizing the potential in their high returning customer rate, an Advantage Plus campaign was launched targeting 40% of existing customers, transforming this insight into a dual prospecting and retargeting powerhouse. This campaign quickly became the top performing one.
  • The outcome was a significant increase in RoAS, from 1.23 to 1.55, despite a notable rise in ad spend in November (+161%).

Google Ads

Shifting gears on Google, where previously we were not leveraging the visual aspect and only using search campaigns. We prepared assets for Pmax campaigns and implemented PMax, enhancing audience targeting and remarketing, and refining keyword strategies.

This strategic overhaul led to a remarkable increase in RoAS, jumping from 2.74 to 4.62.

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Tracked Purchase Value
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Meta Results Dec 23

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Klaviyo Results

Shopify Results

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Philip and The Pretzel Company’s story is a testament to the power of strategic digital transformation. By realigning their focus and revitalizing their marketing approaches, they not only enhanced their Shopify channel’s performance but also set a new standard in digital marketing within the bakery industry.
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