Unlocking Incremental Growth + Improving Efficiency

The Challenge: Unlock Growth in US + UK Markets While Scaling Efficiently

• Fable, a luxury tableware brand, came to DTCo in Q3 ‘22 to unlock impactful growth in the US + UK. While Fable was successful at driving growth in their home market Canada, they were unable to drive efficient growth in the US + UK. 

• Fable offers premium dinnerware that’s rooted in simple, timeless, and responsible designs. Their sustainably made products bring a story to every home elevating every moment at the table.

• Fable tasked DTCo with the challenge to drive growth and efficiency within the US + UK markets.

The Solution: Overhauled The Entire Account Structure + Segmented Between Brand & Non-Brand

• After identifying the root issue being blended campaigns, DTCo segmented Fable’s prior Google program into distinctive Brand and Non-Brand campaigns to control investments per segment.

• DTCo reduced reliance on Branded conversions and focused majority of Fable’s search investment into Non-Brand expansion across Search + Shopping.

• DTCo optimized Fable’s product feed allowing for algorithms to index towards Non-Brand terms and drive incremental impact in all markets.

The Results: Scaled Purchases by 86% and Improved CAC by -40% YoY across the entire search program

• Restructuring the account improved sales volume along with efficiency. 

• We were able to invest +66% more into the US while improving CAC by -15% YoY. 

• Across the UK market, we were able to grow significantly investing +377% more while improving CAC by -59% YoY.

• In Canada, we were able to improve CVR significantly by +169% while also bringing down CAC by -53% YoY.

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