Case Study
HAQM Ads and Flywheel offer full-funnel solutions driving brand growth from awareness to conversion
Goals
- Drive dual goals of ad efficiency and effectiveness for a consumer electronics brand
- Evolve advertising investment strategies by partnering with agencies for scientific media investment
Approach
- Design objective-based budget plans to drive full-funnel success from awareness through conversion
- Collaborate with Flywheel to optimize media recommendations for each product line
- Track performance gains through comprehensive KPI analysis of pre- and post-implementation results
Results
- 2% return on ad spend (ROAS) improvement for awareness tactics
- 53% ROAS improvement for conversion tactics
- 30% year-over-year incremental brand growth
When a leading consumer electronics brand approached HAQM Ads, they faced a unique challenge: how to optimize advertising strategies across two distinct product lines with different market positions. Their amateur production gear line was well-established in a mature market, while their professional equipment line was rapidly growing but less known to customers since its 2020 launch. “[Optimizing ads to increase] total sales is irrelevant for us as we have different product lines,” says the brand’s Vice President of Marketing.
Working with the brand, HAQM Ads analyzed product lifecycle data and growth patterns to develop targeted strategies for each segment. For the mature amateur product line, we recommended a focused lower-funnel retention strategy to maintain market share. For the emerging professional line, we designed a brand-led approach with upper-funnel content to build awareness and consideration. The results validated this differentiated approach. The mature product line saw improved ROAS through efficient customer retention, while the professional line achieved gains in shopper consideration and new customer acquisition.
Improving ad efficiency and effectiveness
Amid economic headwinds, the brand needed to achieve the dual goals of cost efficiency and sustainable brand growth. After consulting with the brand and their agency, Flywheel, we aligned our media recommendations to improve ROAS while maintaining balanced overall brand growth. Post-implementation validation showed impressive results. The brand’s ROAS increased by 2% for awareness tactics and 53% for conversion tactics.1 Most notably, HAQM Ads drove 30% of the brand’s year-over-year total growth, demonstrating significant contribution to incremental brand growth.2
Testing and learning at scale
The collaboration between HAQM Ads and Flywheel has emerged as a leading example of how to evolve media investment for both brand building and performance, as highlighted during the Partner Keynote at unBoxed 2024. A comprehensive study analyzed over 300 ad budget recommendations in 2023 and 2024 for their downstream impact after adoption. This holistic approach revealed significant performance gains for adopting advertisers through intelligent reallocation. Compared to similar advertisers who maintained their traditional approaches, brands that implemented the recommended strategies saw their ROAS increase by 30%.3 Additionally, these brands achieved a 60% increase in ad-attributed sales, while their new-to-brand sales from advertising grew by 90%.4 “These results demonstrate the power of balanced media investment,” says Gabe Fishbein, Vice President of Product for Flywheel. “By optimizing both brand-building and performance tactics, our clients will see substantial improvements across all key metrics.”
unBoxed 2024 Day 1 Partner Keynote by then director Amy Armstrong
Bringing it all together
HAQM Ads and Flywheel’s advertiser success-oriented collaboration is a testament to the value of objective-led media mix recommendations. With emerging trends focused on understanding long-term and total impact beyond the HAQM store, such as Omnichannel Metrics, the two teams are collaborating to further improve objective-led budget recommendations by incorporating ads’ long-term and omnichannel impact. Flywheel cofounder Patrick Miller said, “I am bullish we can scale the approach in the coming months.”
1-2 HAQM internal data, U.S., January 1, 2023–May 31, 2024.
3-4 HAQM internal data, U.S., 2023–2024 FY.