Case Studies
Ecommerce

Outer

Outer, a premium outdoor furniture brand, sought to enhance brand awareness and increase sales during the peak purchasing season. Creative messaging emphasized innovation, eco-consciousness, and affordability while operationally aligning with a multi-tiered campaign strategy. This included building detailed buyer personas to target potential customers and implementing a structured funnel strategy to guide users effectively from awareness to conversion. Together, these approaches ensured cohesive messaging and maximized the campaign's impact.

Outer
CONTRIBUTIONS
Campaign Strategy & Direction, Copywriting
2023
Purchases
169%
We increased YoY purchases during peak season by 169%
Cost per Purchase
64%
We decrcreased the YoY peak season cost per purchase by 64%

Targeted Strategy and Tailored Messaging

We developed a comprehensive, multi-tiered operations strategy that aligned with the four key stages of the customer journey. By defining detailed buyer personas and mapping the customer journey, we were able to tailor our messaging at each stage, ensuring maximum relevance and engagement with our target audience.

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Buyer Personas

By analyzing customer data and audience insights, we created two detailed buyer personas that guided the development of campaign messaging, ensuring it was finely tuned to address their core values and pain points.

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The Family-Focused Homemaker

  1. Demographics: Female, aged 35–50, household income $150K+, living in suburban areas.
  2. Motivations: Prioritizes creating functional, inviting outdoor spaces for family gatherings. Prefers durable, sustainable products that justify their investment.
  3. Pain Points: Concerned about product longevity and ease of maintenance. Balances aesthetics with practicality.

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The Eco-Conscious Empty Nester

  1. Demographics: Male or female, aged 50–65, household income $175K+, living in eco-minded communities.
  2. Motivations: Values environmentally friendly practices and prefers high-quality items that align with their sustainable lifestyle.‍
  3. Pain Points: Seeks transparency in brand values and sustainability claims. Looks for elegant outdoor solutions for entertaining guests post-retirement.

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Campaign Strategy

We crafted a multi-tiered campaign strategy that targeted every stage of the customer journey, maximizing engagement and optimizing campaign performance at each touchpoint.

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Customer Journey Map

We created a detailed customer journey map to help optimize strategy and messaging across our campaigns.

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Audience Segmentation

At the top of the funnel, we targeted broad, interest-based, and lookalike audiences while utilizing retargeting to nurture prospects and drive conversions at the bottom of the funnel.

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Budget Breakdowns

We identified weekends as peak purchasing periods and strategically increased budgets by 25% from Friday to Sunday, optimizing spend without disrupting ad set performance or triggering the learning phase. In December, we further enhanced this approach by continuing weekend budget boosts and also front-loading spend during the first two weeks to capitalize on Outer’s holiday arrival guarantee promotion, driving urgency and maximizing holiday sales. **Please note the budgets below are for strategy illustration purposes only and do not necessarily reflect the actual budgets of the campaign.

Finding Unique Value Propositions

We repositioned Outer’s messaging to emphasize standout features, moving beyond generic branding to highlight innovation, eco-consciousness, and affordability.

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Creative Strategy

Through rapid testing of ~60 creative assets per month, we identified four key value propositions that resonated strongly with customers, leading to a notable increase in conversions. We strategically integrated these value props into both our messaging and creative, ensuring consistent alignment across all touchpoints.

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  1. OuterShell®: Positioned this patented feature as a key differentiator, addressing outdoor furniture cleanliness challenges.
  2. Eco-Friendly Practices: Promoted sustainability certifications (1% for the Planet, Climate Neutral Certified) to appeal to environmentally conscious buyers.
  3. Flexible Financing: Alleviated price concerns by spotlighting 0% APR options, increasing accessibility.
  4. User-Generated Content: Leveraged authentic testimonials to build trust and inspire prospective customers.

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Summary

‍This campaign successfully established Outer as a leader in premium outdoor furniture by combining sharp creative strategies with a results-driven operational plan. By understanding the audience through detailed personas, refining messaging, and implementing a multi-tiered approach, Outer not only increased brand awareness but also drove meaningful engagement and conversions. The campaign demonstrated that thoughtful, value-centric strategies resonate strongly with both eco-conscious and practical-minded customers.

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