Droyd is a fast-growing brand that designs and manufactures electric ride-ons for kids, including e-bikes, e-ATVs, go-karts, and trikes. Available at major retailers like Target and Walmart, Droyd is now focused on scaling its direct-to-consumer business through its Shopify store.
Summary
Droyd is a modern electric ride-on brand for kids, offering everything from go-karts to e-bikes across major retailers like Target and Walmart. But in 2023, the company made a bold shift—transitioning from a wholesale-first model to a direct-to-consumer focus through its Shopify store. With a new vision and a big goal for growth, Droyd partnered with Hawke Media to build a performance marketing engine that could support the brand’s transition and unlock long-term, scalable revenue through its own channels.
Challenge
The transition to DTC came with growing pains. While Droyd had undeniable retail success and a product lineup that excited kids and parents alike, their digital presence was still in its infancy. The brand faced a critical moment:
- How do you scale online sales while maintaining brand integrity in a competitive kids’ product space?
- How do you recover from a slower Q3 and capitalize on the limited window of Q4 without burning budget or audience trust?
- And how do you set realistic benchmarks in the off-season while still building toward a long-term, lofty revenue goal?
Droyd needed more than a quick win—they needed a roadmap that balanced explosive seasonal growth with sustainable momentum in quieter months.
Approach
Our strategy began with deeply understanding Droyd’s unique position in the market. These weren’t just toys—they were mini machines that inspired freedom, exploration, and joy. That emotional appeal became central to our full-funnel strategy.
We designed a media plan that worked on two levels:
- Build awareness with qualified audiences through high-impact video and shopping placements—capturing attention during peak gifting season.
- Drive conversions with retargeting and product-specific creative—highlighting age-appropriate models like the Blipper and Zypster with language and visuals that spoke directly to parents’ desires for safe, exciting gifts.
We deployed Performance Max campaigns to cover the full customer journey, supported by granular optimizations to shopping feeds and dynamic creative testing. Everything was focused on making Droyd’s Shopify storefront not just a transaction point, but the home of the brand.
Solutions
The magic happened in the ability to stay agile. As Q4 ramped up, our Paid Search team didn’t just “set and forget.” We adapted campaigns daily—scaling what was working, trimming what wasn’t, and testing into new formats like YouTube retargeting that reinforced brand memory.
The team took a test-and-learn mindset into every campaign layer:
- Which audiences responded best to the premium ATV vs. the playful trike?
- What messaging helped parents feel secure in their purchase while still embracing the adventure?
- How do we show up where our audience is—without overspending to get there?
That rigor paid off. Not only did we recover from a slow Q3, but we transformed Q4 into a proof point that Droyd’s DTC ambitions were more than viable—they were scalable.
Results
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ROAS Increased
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Revenue Increased
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Total Sales Increased
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CPA Decreased
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