Goodway Group's Killer Data Strategy Increases ROAS 300% Quarter Over Quarter for Shark|Ninja

B E S T P RO G RAM M AT IC USE O F DATA BY AN AGE NC Y

Goodway Group’s Killer Data Strategy Increases

ROAS 300% Quarter over Quarter for

Overview

150+ Products

100+ Retailers

Known for their vacuums and kitchen appliances, such as Shark DuoClean + Zero M and Ninja Foodi Multi Cooker, SharkNinja has become synonymous with practical and innovative housewares.

SharkNinja sells over 150 products, requiring a comprehensive advertising strategy to promote their ever-expanding range of Shark vacuums and Ninja housewares. SharkNinja is dedicated to engineering five-star products that exceed expectations and similarly expects advertising partners to exceed expectations for return on ad spend.

Goodway Group’s partnership with SharkNinja began in May 2018 with a multifaceted data strategy to increase SharkNinja’s sales and

8

Countries

550+ U.S. Patents

return on ad spend. We’ve developed an audience-first campaign to focus on finding those aspiring culinary masters and houseproud busy professionals. Our first-party data strategy includes robust CRM targeting, look-alike strategies, suppression segments and an extensive pixel strategy to capture users across the funnel. We find these audiences across several media channels, including display, video and mobile. We also utilize several DSPs to maximize reach across our audience.

Overview

This combination of layered data elements

up hundreds of audience segments in our

and varied media channels manifested into

DSPs. We have managed several holiday

impressive real-world results. Since our

initiatives, which require their own line items

campaign began, we’ve generated over

as well as separate creatives and audiences.

$10 million in sales for SharkNinja with an

On top of managing these details, we also

average ROAS of 3.18. SharkNinja’s goals are

create rich media banners for SharkNinja as an

4:1 ROAS for retargeting and 2:1 ROAS for

added value for their account.

prospecting. Over the past eight months, we have achieved a ROAS of 4.61 for retargeting

Finally, we’ve also proved ourselves as a

and 2.24 for prospecting, exceeding

partner who’s capable of providing unique

SharkNinja’s goals. Our sales have steadily

solutions to overcome SharkNinja’s obstacles.

increased throughout the year, strengthening

We created a custom dashboard that

our partnership with the SharkNinja team.

pulls together various data feeds to give SharkNinja a single destination to view their

In addition to increasing SharkNinja’s sales,

campaign metrics. Additionally, we worked

we’ve also shown that we can deftly manage

with LiveRamp to create a personalized data

the complexities of SharkNinja’s account. We

upload process, which reduced the number

have trafficked nearly 1,000 creatives since

of steps we both needed to take to process

starting the campaign last May and have set

SharkNinja’s CRM data.

Quantifiable KPIs / Business Performance

Existing Opted-in CRM Customers

Site Visitors in Various Stages of the Funnel

Key Segments for SharkNinja’s Audience-First Strategy

As SharkNinja sells consumer products, our measurable KPIs for this campaign are orders, sales and most importantly, ROAS. Knowing that retargeting campaigns often have higher return rates than prospecting or branding campaigns, because retargeting audiences have already shown interest, SharkNinja set ROAS goals for us at 2:1 ROAS for prospecting and 4:1 ROAS for retargeting. From May through December, we’ve seen an average ROAS of

Look-alikes Who Mirror Existing Customers

REAL-WORLD RESULTS BY THE NUMBERS

3.18 across the entire campaign, with a 2.24 ROAS for

Suppressed Recent Purchasers

8

Months of campaign

1,000 Tracked Creatives

prospecting and a 4.61 ROAS for retargeting. We have generated 53,900 orders resulting in over $10 million in sales across all SharkNinja’s product categories.

53,900 Purchase Orders

$10+ Million in Sales

3.18

Average ROAS

Quantifiable KPIs / Business Performance We’ve achieved these high returns

In addition to using SharkNinja’s

through a combination of targeting

CRM data, we have also built out

the right audiences and continual

a substantial pixeling strategy to

optimization. Our audience-first

target first-party data gathered

data strategy utilizes first-party

through consumer site behavior. It

data to find SharkNinja’s existing

starts with retargeting consumers

customers as well as potential

who have put items in their

customers who are similar to

shopping cart but have not yet

SharkNinja’s audience. First, we

purchased a product. From there,

target customers in SharkNinja’s

we zoom out and find users at

CRM database who’ve opted in to

various stages in the shopping

receiving updates and offers. We

funnel, using over 30 separate

use LiveRamp for data processing

pixels to create niche audiences.

and creating targetable audiences

We target users who’ve shown

in our DSPs. Additionally, we create

interest in a particular product with

look-alike models from SharkNinja’s

our product page pixels and users

CRM data to find new users

who might just be researching

who are like SharkNinja’s current

different products with our product

customers, increasing SharkNinja’s

page pixels. We’ve also set up

potential customer pool. Finally,

custom frequencies for each of

we suppress customers who have

these audiences, varying from one

purchased within the past 180

ad every 24 hours to one ad every

days to avoid messaging burnout,

6 minutes to make sure that we

as we’ve seen lower rates of return

are maximizing our opportunity

from users who have made a recent

to be in front of consumers with

purchase.

SharkNinja’s message.

Quarterly ROAS 4.00 3.50

3.52

3.00 2.50 2.00

2.52 2.08

1.50 1.00 0.50 0.00

Qtr2

Qtr3

Qtr4

Impact to Market Served Our digital advertising strategy has assisted SharkNinja in increasing their sales in a crowded appliances market. Vacuum competitors, such as Dyson, iRobot and Hoover and

SharkNinja’s reach and potential

kitchenware competitors, such

audience. Before working with

as Instant Pot, Vitamix and

Goodway Group, SharkNinja’s

KitchenAid keep SharkNinja

digital campaign focused on a

on their toes, requiring

single DSP, set up with a single

constant innovation and a large

site-wide retargeting pixel

advertising presence to stay

and one conversion pixel. Our

top of mind with consumers.

approach, utilizing SharkNinja’s

Through our programmatic

first-party data, both from their

efforts, we have assisted

CRM and their site, combined

in creating 53,900 orders

with wide-ranging media

culminating in over $10 million

channels, has increased the

in sales across all SharkNinja’s

potential pool of customers for

product categories, with sales

SharkNinja to sell their vacuums

increasing throughout the year.

and kitchenware. By adding more customers to the funnel,

Additionally, our audience-

we’ve helped SharkNinja sell

centric strategy expanded

more products.

Innovation / Excellence

We’ve implemented a couple of innovations for SharkNinja, including a custom-built reporting dashboard and a personalized file transfer protocol (FTP) for data delivery.

This campaign runs across several

We were the first of their partners to

platforms, and when the campaign

build a solution, and it took our tech

started, we didn’t have a central

team only two weeks to complete the

way to look at data from all of them

task. Not only does this streamline

simultaneously. SharkNinja asked

information, but it increases our

for a solution to view all their digital

transparency by providing our client

campaign data at once, so we built

with daily information. Our SharkNinja

them a custom dashboard that pulls

contacts view the dashboard daily and

in data from these disparate sources.

review results with us every week.

Innovation / Excellence

Our next innovation aimed to

finding users who are in-market for

simplify the data upload process.

SharkNinja products, rather than

We worked with LiveRamp to

focusing on specific sites, tactics

create a custom and convenient

or channels. We find users across

FTP site for SharkNinja. Previously,

whichever sites or devices they

SharkNinja would send us their

are on and deliver our messaging

million-lines-long CRM files, which

through various ad mediums. This

we’d need to download through

approach reduces media waste

our file-sharing software. Then, we

because we’re finding the right

would re-upload these massive files

people, regardless of their digital

into LiveRamp, who would then

media consumption.

push the data to our DSPs. Our custom new site allows SharkNinja

Goodway Group’s RealValue®

to send their data to LiveRamp

technology platform further

directly, cutting out several steps,

reduces media waste by bidding

which created an efficiency for

less on impressions that are not

both the client and us.

as valuable to the campaign. Our bidding algorithm evaluates every

We’ve demonstrated excellence on

impression in real time, and when

this campaign through our focus on

it finds impressions deemed to be

an audience-first strategy and our

less worthful through comparison

bid shading algorithm. Goodway’s

to prior performance, it lowers

audience-first methodology

our bid. This allows us to spend

emphasizes finding current and

the client’s dollars as efficiently as

potential customers versus focusing

possible so that we have room to

first on media strategy. With this

spend more on impressions that are

method, we know that we are

highly valuable to the campaign.

Killer Results: For every $1 in advertising, Goodway generated $3.18 in sales for SharkNinja.