How TeePublic increased paid social revenue by 161%

161%

Increase in paid social revenue

21%

Increase in ROAS

121%

Increase in paid social spend

About

TeePublic was founded in 2013 to empower creators to turn their passion into profit. Today, it is the world’s largest marketplace for independent creators to sell their work printed to order on the highest-quality merchandise. They offer 1.2 million designs on 100+ product types, like t-shirts, stickers, phone cases, and mugs. TeePublic was acquired by RedBubble in 2018.

Challenges

TeePublic was looking to accelerate growth in paid social to drive incremental gross profit. They were using Facebook’s pixel and sending their product feed for dynamic ads but didn’t have confidence that additional spend would have a high marginal ROAS or provide incremental revenue. Their challenges included:

• Acquisition: Dependent on Facebook’s lookalike modeling on their entire customer list, leading to poor ROAS and an inability to scale
• Remarketing: Campaigns were difficult to optimize since the data was comingled with re-engagement, leading to low leverage
• Re-engagement: No way to layer in email interaction data or independently run lift experiments, resulting in low incrementality

TeePublic looked for a partner that could reason about channel interaction data (e.g., email) and new products and trends, which drive most social media interest. They wanted to start with paid social to prove near-term value, but also find a partner that was long-term strategic and able to orchestrate all channels.

Solution

Within 5 days, Simon was able to integrate into TeePublic’s existing database. Simon built granular segmentation using order and engagement data (e.g., site activity, email engagement) and synced those audiences to Facebook. With the help of these audiences and Facebook exclusion lists, TeePublic was now able to break paid social efforts into three mutually exclusive groups: Acquisition, Remarketing, and Re-engagement.

• Acquisition: Build and size seed audiences with common design interests to enhance Facebook lookalike modeling
• Remarketing: Maximize re-engagement incrementality by allocating more budget to those less active in email or unsubscribed
• Re-engagement: Provide an independent testing framework to confirm the incrementality of remarketing and re-engagement spend

“Marketers are now focused on incremental Gross Profit. The best way to do that is to build out your MarTech stack so you know you’re targeting the right people in the right channels — otherwise, you’re wasting spend.”

Results

TeePublic was reluctant to increase spending because they were uncertain of the incrementality. With Simon Data's independent and transparent testing framework, they could prove where spend was incremental (and where it wasn't). This gave the TeePublic team the confidence to more than double their spend and realize better ROAS at more than twice the scale.

Website: teepublic.com

Industry: E-Commerce, Retail, Marketplace

Products: Simon CDP

Highlights