A service centered around making fully customized versions of Funko’s signature Funko Pop! Vinyl figures. Creating a unique collectible based on the likeness of a real individual.
Summary
Funko, renowned for its diverse range of pop culture collectibles, ventured into personalized merchandise with the launch of “Pop Yourself,” aiming to tap into the growing demand for customized products. The initiative to introduce this new product line was driven by consumer insights indicating a strong appetite for personalization in collectibles. Teaming up with Hawke Media, Funko sought to transform “Pop Yourself” into a pivotal business unit, leveraging Hawke’s expertise in digital marketing and audience engagement strategies.
Challenge
Despite Funko’s strong brand presence and loyal customer base, the launch of “Pop Yourself” presented several challenges:
- Navigating the shift towards personalization in a market dominated by standardized products.
- Engaging with a wide audience spectrum while maintaining a balance between new customer acquisition and existing customer retention.
- Optimizing the marketing mix in a highly competitive digital landscape to maximize visibility and conversion for the new product line.
Approach
Hawke Media crafted a comprehensive digital marketing strategy focusing on customer engagement, innovative advertising, and data-driven decision-making. The strategy encompassed:
- Targeted advertising campaigns across Google Ads, META (Facebook), and TikTok, emphasizing the unique value proposition of “Pop Yourself.”
- A multi-channel approach leveraging paid search, social media, and video content to reach diverse consumer segments.
- Utilizing creative and interactive ad formats to highlight the customization aspect of “Pop Yourself,” encouraging user interaction and engagement.
Solutions
The execution of the strategy involved several key initiatives:
- Developing dynamic and engaging ad creatives that resonated with the target audiences, including personalized video content and user-generated content campaigns on TikTok.
- Implementing a robust testing framework to identify high-performing ad variations and audience segments, leading to iterative improvements in campaign performance.
- Strategic pivots in campaign focus based on real-time data, including increasing the emphasis on PMax campaigns for Google Ads and optimizing META ad spend towards high-engagement formats.
- Expanding the keyword strategy to encompass new customer interests and gifting occasions, thereby broadening the reach of “Pop Yourself.”
Outcomes
The strategic partnership between Funko and Hawke Media yielded remarkable results, cementing “Pop Yourself” as Funko’s top business unit:
- A substantial increase in ad spend led to a significant uplift in revenue, with the product line achieving a marked return on ad spend (ROAS) across platforms.
- The targeted digital marketing campaigns successfully drove large increases in conversions and revenue year-over-year.
- “Pop Yourself” saw an impressive increase in conversions from META advertising too, highlighting the effectiveness of the creative and targeted advertising approach.
- The strategic use of video and personalized content across social media platforms resulted in a notable increase in engagement, contributing to the product line’s success.
This case study exemplifies how Funko, with Hawke Media’s expertise, successfully leveraged digital marketing strategies to launch and grow “Pop Yourself” into a leading business unit. Through innovative advertising, strategic planning, and a focus on consumer engagement, “Pop Yourself” not only met but exceeded expectations, showcasing the power of personalization in today’s market.
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