Results
The Challenge
The Process
Blue Wheel implemented a full-funnel strategy to increase StreetStrider’s ROAS and brand visibility. By targeting new users with engaging video content in the upper funnel, we aimed to raise awareness and build a fresh audience for the lower funnel. We used videos spliced by our production team, selecting historically high-performing creatives. Our team secured an additional budget to support the new upper funnel initiative, as the existing allocation was insufficient without detracting from revenue-generating campaigns. By running Video Views, we could enhance brand awareness at a lower cost compared to prospecting conversion campaigns. We also implemented retargeting for ad viewers, integrating this focused audience into the lower funnel for post-launch evaluation.
We reviewed account performance and metrics to identify areas for improvement. In addition, we secured incremental budget for the upper funnel initiative to avoid pulling from existing campaigns.
We determined top-performing videos to maximize upper-funnel engagement and drive traffic to the lower funnel. After that, we launched the campaign and implemented a Video View audience into the lower funnel to capture the attention of users who watch at least 25% of the video (focused view).
Our team tracked the week-over-week (WoW) performance to gauge StreetStrider campaign success and adjust as needed. Considering that StreetStrider products are positioned at higher price points, we were pleasantly surprised by the rapid week-over-week performance increase.
The Solutions
We aimed to boost StreetStrider’s ROAS in a competitive market. To achieve this, we needed to enhance the lower funnel by feeding it with upper funnel engagement, particularly through Video Views, and build brand awareness.
Bringing new audiences into the funnel ahead of Q4 promotions was necessary to address potential fatigue among non-purchasers waiting for a price reduction or needing more time to buy. That way, we could reduce ad frequency, ensuring room for scaling Q4 promotions while staying within Meta’s best practices.
