Case Study
Serious Steel Fitness partnered with Blue Wheel with a clear goal: increase direct-to-consumer revenue by 30% year-over-year. With a limited media budget, the challenge was to drive more qualified traffic to the website and maintain efficient performance across paid channels.
Case Study
Serious Steel Fitness partnered with Blue Wheel with a clear goal: increase direct-to-consumer revenue by 30% year-over-year. With a limited media budget, the challenge was to drive more qualified traffic to the website and maintain efficient performance across paid channels.
First Time Customer Revenue to Goal
Increase in First Time Customer Revenue to Goal
Revenue to Goal
Increase in Revenue to Goal
New Customer Rate
New Customer Rate Growth
First Time Customer Revenue to Goal
Increase in First Time Customer Revenue to Goal
Revenue to Goal
Increase in Revenue to Goal
New Customer Rate
New Customer Rate Growth
Acquisition MER
Increase in Acquisition MER
MER
MER Growth
Cost Per Session
Decrease in Cost Per Session
DTC Advertising
Paid Social
While initial efforts yielded strong return on ad spend, we understood the importance of moving beyond ROAS. Instead, we focused on metrics that more directly contribute to long-term revenue growth, such as reducing customer acquisition costs and attracting more first-time buyers.
Key initiatives included launching broader prospecting campaigns, increasing traffic and engagement with targeted efforts, and reallocating budgets away from traditional retargeting to prioritize new customer acquisition.
While initial efforts yielded strong return on ad spend, we understood the importance of moving beyond ROAS. Instead, we focused on metrics that more directly contribute to long-term revenue growth, such as reducing customer acquisition costs and attracting more first-time buyers.
Key initiatives included launching broader prospecting campaigns, increasing traffic and engagement with targeted efforts, and reallocating budgets away from traditional retargeting to prioritize new customer acquisition.
Launched broader prospecting campaigns to reach net-new customers, while excluding existing buyers to keep costs low and efficiency high.
Introduced targeted campaigns to increase website traffic and engagement among new, relevant audiences.
Paused traditional retargeting to reallocate budget toward acquiring new customers, while still nurturing interested shoppers through other active campaigns.
Blue Wheel has realigned its strategy to support Serious Steel's growth objectives by shifting focus from retargeting existing customers to acquiring new ones. This approach aims to enhance upper-funnel efficiency while maintaining the desired Return on Ad Spend (ROAS).
This shift in strategy delivered immediate improvements. In just one month, Serious Steel saw gains across the board, including increased revenue, a higher rate of first-time customer purchases, and stronger overall marketing efficiency.