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.