Case Studies

About

Sephora is a world-leading omni-channel prestige beauty retailer, offering nearly 300 brands alongside its own, Sephora Collection. Founded in France in 1969 and owned by LVMH Moët Hennessy Louis Vuitton, it is known for an open-sell, self-service shopping model that allows customers to test and sample thousands of products across makeup, skincare, fragrance, and haircare.


Situation

The client needed a temporary fill gap replacement to maintain North America display advertising as they searched for a permanent candidate. Secondary objective was to improve ROAS.

Media execution was handled by an outside agency with media being purchased through a dozen different programmatic partners without a clear indication of budget allocation. Targeting was mainly funneled through retargeting tactics with little going to prospecting of new clients, leaning into Sephora's high brand recognition.


Strategy

While retargeting did exceed the ROAS goal, the hypothesis was that those users would have purchased anyway and wanted to determine if a prospecting first strategy would increase overall revenue through new user acquisition while still maintaining ROAS targets.

 

Implementation

Consolidated spend into a few partners to fuel a large enough sample size for "ghost bidding" incrementality testing. Use Google's DV360 (formerly DBM) to separate customers into treatment and control groups with only retargeting running for two weeks followed by prospecting.

 

Results

By comparing the lift between retargeting and prospecting periods we found that 97% of retargeted customers would have purchased anyways while prospecting was effective in bringing in net new customers resulting in a 400% increase in iROAS. Results were confirmed by the data team by looking at the net rise in memebrship id's. After presenting the results to the executive team the display strategy was effectively changed over the coming months to change from a 80/20 retargeting split to the inverse with prospecting. Subsequently, the media partnership scope was reevaluated to an earned inclusion basis where the number of partners stayed limited but allowed additional partners to onboard by completing a qualification and testing process.

About

Gather Pottery is a spacious, inviting, ceramics studio located in Interbay, Seattle. With 25 pottery wheels, 3 kilns, slab roller, extruder, ample well-lit workspace, and an outdoor covered deck, you'll find everything you need to explore your creativity. Natural light fills the studio, creating an inviting atmosphere. At Gather Pottery, we believe in fostering a sense of community.

 

Situation

As a Seattle-based community pottery studio with creative content they were struggling with execution on social media. With a warm, fun studio not enough people knew about Gather Pottery. Classes and memberships were offered but were lacking in sign-ups. 

 

We are a Seattle-based community pottery studio with creative content but struggling with execution on social media. We're a really wonderful, warm and fun studio, but not enough people know about us! The end goal is to grow - which means more class and membership sign-ups. We're about to make a big announcement about our hours that should attract new members. We're looking for a skilled social media person to take on the execution and optimization of our ads on IG and FB, plus expand Tiktok (which TBH we're all a little scared of and don't want to get it wrong!). A skilled advisor who's willing teach and advise on our content as well would be a huge plus. We're open to ideas on other channels beyond social - OOH has worked really well, when we find the time to get out there and put us signs, for example. We target very local - within a couple of miles of our location, because that's really our market.

 

Strategy

Utilize existing assets to grow community through social media and create a sign-up performance engine with tracking. Through paid media develop a local community to become stable through organic support. Test creatives that speak to a local market driving engagement and capture high intent audiences.

 

Implementation

To bolster community awareness a Followers-Likes campaign was created with a set radius from the studio location, avoiding the Advantage+ pitfall targeting potential customers despite location.

Through Notion communication was coordinated between paid and organic to boost important UGC and event based creative encouraging Engagement and sharing.

Performance was established by setting up a Meta pixel and CAPI to strengthen CPA data signals and encourage a faster creative learning cycle. A Sales campaign was setup with a sign-up goal leading to three different destinations at the ad group level - Classes, Membership Information, and Membership Sign-up.

 

Results

Within two months followers within a six mile radius grew from less than 200 to 3.1k leading to a vibrant and engaged community that would organically comment on and share posts. Purchases were optimized to a $34 CPA resulting in 6x ROAS with a $3k LTV for paid members.

About

Netflix’s mission is to entertain the world, one fan at a time, again and again. They aim to provide outstanding personalized video entertainment—including films, series, and games—by delivering content that connects with diverse audiences globally, allowing members to explore stories outside their comfort zone.

 

Situation

Develop and manage full funnel campaigns to drive incremental subscriptions in North America. There wasn't a clear indication of what creative theme would work best - horror, 80's nostalgia, cast highlights, mystery, etc. All paid channels were available for use with a seven figure budget. 

 

Strategy

Utilize Google and Meta platform tools to estimate target audience size according to theme interest. Setup campaigns with creative diversification before release to get an indicator of which theme would resonate best with audiences and structurally enabled agility for diversification. High alignment and collaboration with the Creative and Data Science teams for optimization.

 

Implementation

Video campaigns were setup in YouTube, Facebook, Instagram and Programmatic platforms with multiple cutdowns and trailers. A Snap augmented reality (AR) lens that allowed users to explore a virtual version of the Byers' living room and an upside down experience allowing users to walk through a portal into the Upside Down, featuring spores, fog, and an eerie glow.

 

Results

Quickly determined that nostaligia along with the mystery of the Demogorgon and the upside down parallel deminsion worked best. With results delivered to the creative team we were able to place new, exciting and engaging experiences such as a 3d room stalking the user and 80's infused creative including the synth musical sound.

The show was a surprise hit:

  • 3.6 million new subscribers
  • US additions surpassed target goals by 20%
  • 8.2 million people watched the series within its first 16 days
  • Averaged 14M 18-49 adult viewers 18-49 in its first 35 days
  • The Q3 2016 results represented a major rebound for Netflix, which had seen lower than expected growth (only 1.68 million new members) in the previous quarter ending June 2016

About

In 2019, KDX Forensic Consulting was founded with a simple goal: to provide the highest-quality forensic document examination services and make them accessible to anyone, anywhere in the world. 

 

KDX has become the leading expert in the forensic reliability of eSignatures and signature verification algorithm testing. KDX has consistently invests in state-of-the-art equipment, software, and systems to offer higher-quality examinations, fast turnaround times, and an unparalleled level of customer service to every client.

 

Situation

Lead generation from Google Search was underperforming. The goal was to keep spending the same while increasing qualified leads with a <$45 CPA. 

 

Strategy

Not to reinvent the wheel but ensure the attribution pipeline was solid and refine Search efforts through contextual targeting and creative improvements.

 

Implementation

Refined attribution through Google Tag Manager by tagging all contact events based on their completion - calls, meeting scheduling and emails. Quality was maintained during conversion volume scaling through close communication with the client.

 

Keywords were meticulously refined by matching site content for each service, adding a negative keyword list to prevent generalized or out-of-scope terms, and protecting the business by bidding on competitor names that appeared in auctions.

 

Creative assets were restructured to best match SEO with SEM, thereby reducing auction bid costs and improving win rate. Also, ensuring all asset fields were populated to satisfy Google's Ad Quality criteria. 

 

Results

Fantastic results within 60 days. New high-performing keywords were discovered, and creative quality went from 'Average' to 'Excellent'.

CPA well below $45 at $33.63, Conversions up 63%, Costs the same, leading to a Conversion Rate of 9.11%, all while maintaining high ad quality. Client was encouraged to scale spend further if they had the capacity, and hourly contracted rates were reduced to maintenance levels.

 

KDX

About

Hogwarts Legacy is a 2023 action role-playing video game developed by Avalanche Software and published by Warner Bros. Games under its Portkey Games label. It is part of the Wizarding World franchise and takes place a century before the Harry Potter novels. Players control a student enrolled at the magical Hogwarts School of Witchcraft and Wizardry who attends classes, learns spells, and explores Hogwarts Castle and its surroundings. With the assistance of fellow students and professors, the protagonist embarks on a journey to uncover an ancient secret hidden within the wizarding world.

 

Following Warner Bros.' acquisition of Avalanche Software in 2017, Hogwarts Legacy became the studio's first project unrelated to Disney Interactive Studios since 2005. Officially announced in 2020, the game cost an estimated $150 million to produce. The storyline was designed to take place in a period largely untouched by established Wizarding World characters, offering players the opportunity to immerse themselves in their own distinct universe. Avalanche emphasized the importance of making the game resemble the Harry Potter novels while also expanding beyond familiar locations to enrich the experience.

 

Situation

Hogwarts Legacy was a highly anticipated release based on the wildly popular Harry Potter series. It was released on 10 February 2023 for PlayStation 5, Windows, and Xbox Series X/S, on 5 May 2023 for PlayStation 4 and Xbox One, and on 14 November 2023 for Nintendo Switch. A Nintendo Switch 2 version was released on 5 June 2025.

 

As a member of the User Acquisition team, we were tasked with pre-purchase and purchase goals as measured with KPI's of Brand Lift (Awareness, Consideration and Intent) ROI, ROAS, CPA, and Cost per New User (CPNU).

 

Singular was the Mobile Measurement Partner of choice for measuring ROAS (Retail Button Click) and CPNU via a callback signal event sent during initial game load.

 

Media channels included TikTok, Meta, Ad Networks, with my focus being on the Google stack, including Search, YouTube, Programmatic, CTV, and Site Direct high-impact placements.

 

Strategy

During the pre-launch phase, create buzz with awareness campaigns and drive pre-registrations using long-form trailers. User Conversion Lift testing and Brand Lift Studies were conducted to measure the media impact across target audiences and refine creative messaging.

 

At launch, every campaign was optimized for purchase conversions, progressing from RBC to CPNU. Popular game sites such as Gamespot and IGN, along with YouTube Masthead, were scheduled for site takeovers to capture high-intent audiences amongst gamers. Quick-turn MMM measurement aided high-level channel budget allocation, while incrementality testing was used to optimize targeting.

 

Implementation

Using forecasting models and meticulous planning over six months, the following placements were setup drawing from a $15M budget:

 

  • Demand Gen - Captures engagement and action across YouTube, including Shorts, Discover, Gmail, and Google Display Network. Research shows a statistically significant lift of +16% over YouTube alone. Used for pre-launch.
  • YouTube - High-quality environment to create demand and capture conversions. Pre-launch and launch.
    • Video Action Campaigns (VAC)
    • Masthead
  • CTV - Generate awareness and consideration to further downstream performance.
  • Takeovers - Custom creative developed for endemic placements. Campaign 360 pixels were implemented for delivery and conversion tracking, creating a real-time data feedback loop.
    • High-impact creative produced in collaboration with media, brand, creative, and publishers.
  • Programmatic - Expand reach over specific channels alone.
    • Open Auction
    • Preferred Deals
    • Programmatic Guaranteed
  • Performance Max - Conversion goal-based campaign type that allows Google Ads performance inventory from a single campaign. Compliments keyword-based Search campaigns to find customers across Google's YouTube, Display, Search, Discover, Gmail, and Maps.
  • Search - Capture low-funnel, high-intent audiences actively searching for Hogwarts Legacy, Harry Potter, or game purchase.
    • Brand
    • Non-Brand
    • Undecided Gamers

 

At launch, optimization actions would be applied twice daily with creative iterations 1-2 per week. Macro and micro performance were tracked using customized Looker dashboards, and results were presented to cross-functional and executive teams.

 

Results

By shifting focus from the traditional story to the customer's personal ambitions, backed by hyper-targeted, data-driven audience segments, Hogwarts Legacy achieved remarkable milestones.

 

  • Launch sales exceeded Warner Bros.' internal estimates by a staggering 256%.
  • The best-selling physical and digital video game of 2023, breaking the decade-long historical dominance of Call of Duty and FIFA in North America and Europe.
  • $1 billion in revenue in under three months and, fueled by rolling platform releases, officially crossed 40 million units sold globally.