Sculpd is a crafting brand that focuses on pottery and paint kits as gifts or group activities. They started during 2021 and have already scaled to 8 figures in revenue. My role on the Sculpd account was to manage Meta Ads, TikTok Ads, Google Ads, and develop the creative strategy.
Sculpd is a low AOV product but which means that margins are quite thin when most of their growth comes from performance marketing. Our challenge was finding the right blend of CAC and volume while also developing new ways to improve repeat purchase rate and increase AOV.
Due to the brand activating multiple performance marketing channles and it being so new there was limited information on attribution which was another battle to overcome.
We first onboarded TripleWhale which allowed us to get a more accurate understanding of our customer journey. In addition, we could see which channels were providing the most cost-effective CAC and optimise accordingly.
Google Ads provided the best ROAS but we capped out our search volume and effectiveness fairly quickly. Leveraging Performance Max and discovery channels such as Meta and TikTok helped to drive new traffic to the site which would be converted via remarketing or brand terms later in the funnel.
We also developed a creative strategy to allow Scupd to leverage their creators and increase our volume of creative with limited videos. Testing different hooks and key messaging was instrumental to our success and ability to deliver ads at this level of spend without them fatiguing.
