Challenges

• Increase DTC (Direct to Consumer) revenue while competing against giants with massive ad budgets.
• Increase effectiveness and efficiencies in performance marketing initiative to significantly improve the ROAS (Return on Advertising Spend).
• Grow the share of repeat visitors to enhance customer retention and engagement.
• The client needed strategies to keep customers coming back for more while also facing challenges in targeting the right audience segments effectively.
• Facing issues with precise conversion reporting and data discrepancies, leading to unclear attribution of campaign success.

COMPANY

The client is a leading online mattress manufacturer and has delivered mattresses and furniture to more than 25 million happy customers in over 15 countries around the world.

INDUSTRY

Consumer Goods

SERVICE PROVIDED

Marketing Optimization to boost DTC revenue, ROAS, and retention

Solutions

We implemented a comprehensive strategy to enhance campaign performance and ad effectiveness. This included restructuring campaigns and optimizing keywords to attract relevant traffic while introducing value-based and behavior-specific audience targeting across platforms like Facebook. By leveraging intent-based and in-market targeting, along with diverse ad formats such as dynamic, catalog, and video ads, we significantly improved relevancy and engagement.

Creative enhancements focused on visually compelling assets and audience resonance, supported by extensive ad testing. Additionally, we addressed reporting discrepancies with detailed weekly and monthly reports, resolved conversion action redundancies, and finalized platform-specific attribution models for accurate performance tracking.

Results

• 249% increase in ROAS

• 5X increase in conversion rate

• 4X increase in revenue through performance marketing initiatives

• Precise reporting and attribution models for better performance tracking and informed decision making.

• Strategic optimizations and experiments for continuous improvement and successful future campaigns.

Background

As a leading eCommerce mattress and furniture brand with over 25 million customers across 15 countries, the client was no stranger to competition. However, scaling Direct-to-Consumer (DTC) revenue while battling industry giants with deep advertising budgets proved to be a significant hurdle. Despite strong brand presence, the client struggled with suboptimal ROAS, low customer retention, and imprecise conversion reporting that clouded campaign attribution and decision-making.

Partnering with Altudo, the brand sought to unlock performance marketing efficiencies and gain clearer insights into campaign success. Altudo restructured campaigns by consolidating top performers and implementing intent-based keyword strategies to attract high-quality traffic. Audience targeting was sharpened using lookalike segments and custom, intent-driven campaigns across platforms like Facebook and Instagram.

To further enhance relevance, behavioral and in-market targeting were introduced alongside diverse ad formats, including dynamic, carousel, and video ads, to boost engagement. Simultaneously, Altudo tackled data inconsistencies by refining attribution models and deploying detailed weekly and monthly reports with streamlined conversion actions per platform.

Creative experimentation played a key role, with a fresh suite of engaging visuals and messaging tailored to audience behavior and interests. The outcome was transformational: a 5X boost in conversion rate, a 4X surge in revenue from performance marketing, and a 249% increase in ROAS.

With clear attribution models and continuous optimization, the client is now equipped to scale campaigns strategically and drive sustainable growth in a fiercely competitive DTC market.