TIKI® Brand Sees Dramatic CPA and ROAS Improvement with Skai Paid Social and Expert Services
Challenge
TIKI® Brand, a household name in backyard and outdoor products, embarked on a project to bring their performance marketing programs in-house to increase efficiency and ownership. The brand partnered with Skai and its Expert Services team to provide strategic guidance and tactical execution to allow for a smooth transition of its Paid Social program without experiencing a dip in performance.
Solution
Helping clients bring their Paid Social programs in-house without sacrificing performance is a core competency for Skai’s Expert Services team, made easier with unique features in Skai’s Paid Social solution.
After auditing TIKI® Brand’s Meta advertising program, the Expert Services Team recommended the client restructure their entire account. Although a seemingly daunting task, Skai’s Creation Flow made it easy to create, replicate, and customize campaigns at scale, all while adhering to Meta’s best practices. Additionally, the Team used additional Skai features like tagging and Analysis Grid to identify optimization opportunities more quickly.
Once Expert Services rebuilt the campaigns, the two teams worked together to identify more quick wins to get TIKI® Brand more familiarized with Skai’s capabilities. They focused on audiences first and determined TIKI® Brand’s best-performing audiences to create Conversion Lookalike audiences via Audience Manager. This API-only feature helped refine targeting and inform the Meta algorithm more quickly, improving both CPA and ROAS across prospecting and retargeting efforts.
Additionally, the teams used Bid Multipliers (another API-only feature) to make sure TIKI® Brand’s customers received ads for season-appropriate products. This improved ad relevance by audience and made sure that people saw products they could buy when they could actually use them.
Results
As a result of the restructure and new tactics, TIKI® Brand’s performance improved quickly and dramatically. ROAS improved 181% across both prospecting and retargeting campaigns, while CPA decreased 63% quarter over quarter.
“With Skai, we found a strategic partner who is agile, collaborative, creative and reliable. They seek to understand our business goals, constantly come to the table with new ideas, and act as a true extension of our own team.”
Lauren Downing
Digital Marketing Manager
About TIKI® Brand
TIKI® Brand is a brand extension of Lamplight Farms Incorporated, headquartered in Menomonee Falls, WI. TIKI® Brand features a full line of decorative torches and torch fuels, BiteFighter® LED String Lights, and fire pits that enhance the consumer’s backyard, making it the best room of the house. Learn more .
Solution used
