Building a Full-Funnel Strategy for Lucy & Yak
Expanding platforms and campaign goals to boost visibility, acquisition and retention
Partnering closely with Lucy & Yak’s fast-moving in-house team, we adapted quickly to shifting business needs to support both acquisition and retention goals. Building on insights from the previous year and navigating a challenging landscape, we tested new platforms, focused budget where it mattered most and delivered more efficient, impactful results.
What we did
Platform Expansion
Full-Funnel Strategy
Budget Optimisation
Bidding Strategy Updates
All YoY across Google & Meta
0
Increase in CvR
0
Increase in ROAS
0
Decrease in CPA
The challenge
Lucy & Yak were struggling YoY due to a site wide conversion rate issue, not specific to, but including paid media. In a 9 month partnership between in-house team changes, we worked hard to set up 6 platforms with current best practices, as well as carrying out extensive testing with the aim to improve performance and reach sales targets.
Our approach
We restructured accounts for Awareness, Acquisition and Retention in order to find the right balance of spend to hit new and returning customer targets. We shifted spend from paid search to paid social, including adding in new platforms in order to drive the highest ROAS and lowest CPA results. When business needs changed, we shifted to a target cost per acquisition goal focus from return on ad spend, with a blended target across the funnel focuses. And importantly, we focused on ad copy and creative testing to show all the incredible aspects of the brand and help educate the potential customers to increase click through rates as well as conversion rates.
The impact
By adapting to Lucy & Yak’s evolving goals and expanding into new platforms, we saw stronger engagement and more efficient performance across key channels. Improved creative and smarter budget allocation helped turn challenges into growth, supporting both new customer acquisition and loyal customer retention.
