Hoodsly first started working with Vibe.co to sell their line of custom wood-range hoods in November 2022 with a Black Friday test campaign, closely followed by a Cyber Monday campaign that both yielded promising results.
Starting in 2023, Hoodsly and Vibe.co are working together on parallel Awareness and Retargeting campaigns running all the way from Q1 to Q3. Early results have been exceptional, as brand reach and retargeting performance tactics work together to lift sales across channels.Starting in 2023, Hoodsly and Vibe.co are working together on parallel Awareness and Retargeting campaigns running all the way from Q1 to Q3. Early results have been exceptional, as brand reach and retargeting performance tactics work together to lift sales across channels.
OBJECTIVES
New, targeted audiences and increase brand recognition
The Hoodsly team had been leveraging search ads and pay-per-click advertising pretty aggressively for a few years, and were searching for a better way to reach new customers while maintaining their narrow audience targeting parameters. A net new customer acquisition channel was especially important for them, as most Hoodsly customers will only ever have to purchase their top of the line custom kitchen range Hoods once in a lifetime.
Further, the Hoodsly customer persona is very narrowly targeted, mainly by income, age, interest, and channel (HGTV). This meant Hoodsly needed a partner platform with granular targeting capabilities, a large inventory of premium channels, and the ability to follow high-intent customers further down the purchase funnel thanks to retargeting.
A second, long term goal for the Hoodsly marketing team was to increase brand awareness and trust in order to compete with cheaper, big box home improvement retailers like Lowes and Home Depot. They needed a medium that would allow them to tell their story and differentiate themselves in the market in a compelling, actionable way.
"“With Google, we were really pursuing buyers who were already in-market. Television advertising has allowed us to break new ground and capture new hearts and minds in a really powerful way,”."
Ryan Hossann, Account Manager
SOLUTIONS
Targeting (and retargeting) high-intent shoppers with Vibe.co
First, the team built out their audience parameters, going wide with their geo-location targeting in order to capture as many new impressions as possible, but narrowing down the rest of their targeting by income (HHI > $150K) and web visits (retargeting). They then developed two parallel campaigns that would target only HGTV, at a higher but valuable CPM on one hand
And the top 5 channels with the highest daily view averages on the other, to ensure their dual goals of reach and performance could both be achieved.
Campaign setup was easy, especially thanks to Vibe.co's robust CSM team and automatic bidding optimization. Ultimately, they settled on three ad sets, running simultaneously from Q1 2023 all the way through the end of Q3.
THE RESULTS
Hoodsly's ROAS reached 409% and garnered 662K impressions for only $0.02 per view in under 2 weeks
Hoodsly's goal was to discover new audiences while maintaining a high ROAS and optimizing their performance tracking as they learned to work with a new medium. With Vibe.co, they succeeded: while Hoodsly campaigns were able to reach over 130K new households at only $15/CPM in their first week, these were not throwaway impressions, as evidenced by a solid 4% web conversion rate. Meanwhile, as any specialized luxury retailer will tell you, sharing stories that highlight both the spirit and beauty of a product is key in differentiating their brand. With Vibe.co, the Hoodsly team was finally able to leverage their high production value creative to an engaged audience, eager to hear their story, especially right after seeing a Hoodsly range highlighted in their favorite home improvement show.
The unique combination of performance marketing tools, an easy-to-use platform allowing for agile campaign management, and premium channel inventory struck just the right balance for a brand set to dramatically increase its national footprint this year.
The Hoodsly team continues to leverage the learnings from this campaign to guide Performance TV efforts and open the door towards additional testing opportunities.
