Crafty By Numbers: $406,000 in Sales and DOUBLE the ROAS

Brand Overview

Crafty By Numbers creates products close to the heart. It offers a unique approach to creativity through its ready-to-use painting kits. It’s a perfect introduction to painting without all the intimidating parts. These kits not only promise a fulfilling experience but are also great for busting stress and personal expression.

Despite their unique product, Crafty By Numbers faced challenges in their advertising efforts and sought help from our team.

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Challenge

Before partnering with us, Crafty By Numbers was running over 80 active ads with subpar results. They understood what ads would work for their audience, however, the ads they created in-house didn't meet their performance KPIs.

Daniel (founder) and his team were spending too much time on creative production, distracting them from other areas of the business where they were more needed. They knew they needed a dedicated team to handle the production so they could be hands-off.

In the first half of 2023, the brand used evergreen time-lapse videos but sought ways to improve scaling and ad performance.

Here’s how their numbers looked like before:

• Average ROAS = 2.34
• Average CTR = 1.17%

The brand was spending $1,300 per day on Meta Ads, with 1.5 - 2.1 ROAS. They were already profitable with these numbers.

However, their goal was to grow beyond their current size and revenue. They understood that a consistent flow of winning ad creative would be the key to scaling the brand.

When we started working with Crafty by Numbers, Daniel communicated clear KPIs he wanted us to achieve. They aimed to achieve 2.5 - 2.8 average ROAS.

This would ensure a very nice profitability and free cash flow to support steady growth for the brand.

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Solution

To kick things off with Crafty By Numbers, we needed to dive deep into their past winning ads and see what worked for their competitors. We combined these learnings with our own experience.

This analysis formed our Creative Strategy, which aimed to blend impactful visuals with engaging storylines that our audience would relate to.

With this solid strategy, the initial batch of creatives we produced was sent out into the wild for testing. Among these, the Stress-Busting Art concept (V2) stood out, boasting the highest ROAS at 4.25 and a 50% Hook Rate. This was the first of many wins.

Right off the bat, Stress-Busting Art was showing great potential to do even better, so our team decided to look at the data and optimize V2 of this creative.

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Optimization

Despite its strong numbers, we could see that there were parts of the creative that could benefit from further iteration. Here are some snippets from our analysis:

• < 1% CTR can be improved, so we looked at the better-performing CTAs from the other variations. We switched out V2’s original CTA for the best-performing one. The brand was also offered the option to include a special promo in the new CTA to lead more people to take action.
• We saw that if we improved the 9.4% Hold Rate, it could help pull up the other metrics. We considered revising the structure of the creative to improve the hold rate. We experimented with showing the product earlier, establishing pain points and relatability right after the hook, and switching up the visuals of the creative.

With these in mind, we restructured the variation (V2) and created the new iteration Stress-Busting Art V2.2.

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Results

After it was run, V2.2 of Stress-Busting Art was a great success and outperformed the original!

Although V2.2 eventually experienced some ad fatigue, the adjustments led to significant improvements across key metrics:

• CTR (Click-Through Rate): Improved from <1% to 1.8%.
• Hold Rate: Slightly decreased from 9.4% to 8.4%, reflecting minor ad fatigue.
• ROAS: Saw a dramatic increase from 2.5 to 6.6.
• CR (Conversion Rate): Jumped from 2.9% to 10.8%.

Viewer engagement also saw remarkable growth, indicating deeper audience interest and engagement with the content:

• View Watch 25%: Increased from 5.8% to 11.3%.
• View Watch 50%: Improved from 3.1% to 8.1%.
• View Watch 75%: Grew from 2.6% to 5.0%.
• View Watch 100%: Rose from 0.7% to 2.3%.

But we didn’t just stop there. After consistent production of more creatives and more testing, we ended up with several winning ads besides Stress-Busting Art.

In the second half of the year, these winning ads brought in $400,000 in revenue with 4.25 ROAS and $95,000 in ad spend. We were able to reduce CPA by 42%, and increased the average ROAS from 2.24 to 4.25.