Results
The Challenge
The Process
Blue Wheel managed PowerBlock’s full-funnel eCommerce marketing for DTC and marketplace channels, covering paid social, paid search, Amazon management, organic social strategy, influencer programs, and email marketing. The execution involved media buying, creative strategy, creator management, lifecycle optimization, and performance reporting.
We built a balanced acquisition and retention engine designed to scale. Meta Advantage+ Shopping Campaigns served as the core performance driver, supported by prospecting campaigns that continuously introduced new audiences and replenished remarketing pools. Retention campaigns captured high-intent users and past customers, maximizing conversion while sustaining scale during peak demand.
Creative Aligned to Funnel Intent
Creative execution was tailored to each stage of the customer journey. Upper-funnel campaigns leveraged motion-led, lifestyle, and product-in-use content to drive engagement and discovery, while lower-funnel efforts focused on static, promotional, and offer-driven assets to convert demand. This alignment between creative and intent significantly improved both engagement and conversion performance.
We transitioned from a reliance on a small number of “hero” influencers to a scalable, always-on creator model. By activating a mix of macro, mid-tier, and niche creators, we increased the volume and consistency of authentic content. This approach not only improved efficiency and earned media value but also created a reliable pipeline of assets to support both paid and organic initiatives.
Organic Social as a Growth Engine
Organic social was transformed into a key driver of both awareness and performance. A high-frequency publishing cadence, combined with a platform-native content strategy, enabled continuous testing and scaling of top-performing content. Creator collaborations further amplified reach and authenticity, supporting both community growth and paid media performance.
Lifecycle marketing was optimized to increase revenue contribution while maintaining strong engagement. Through advanced audience segmentation, smart sending logic, and refined campaign structure, we improved revenue per recipient, reduced unnecessary sends, and maintained deliverability during a high-volume promotional period.
Agile Optimization & Investment Strategy
Performance was continuously monitored and optimized throughout the quarter. Budgets were dynamically reallocated toward the highest-performing channels and campaigns, ensuring investment remained focused on the most efficient growth drivers. This agile approach enabled PowerBlock to scale effectively while maintaining strong returns during one of the most competitive periods of the year.
The Solutions
Blue Wheel implemented a fully integrated, full-funnel strategy designed to align performance media, content, and retention efforts. Paid media was restructured across Meta and Google to support both scalable acquisition and efficient conversion. The creator program was transformed into an always-on ecosystem to ensure a continuous flow of authentic, high-performing content.
At the same time, a structured organic social strategy was deployed across TikTok, Instagram, and Facebook, centered on high-frequency, platform-native content. Lifecycle marketing was optimized through enhanced segmentation, targeting, and send logic to improve revenue efficiency. As marketplace challenges emerged, investment was strategically shifted toward DTC channels, reinforcing performance and ensuring continued growth throughout the quarter.
