Birds & Boobs Case Study
By improving the account structure to increase efficiency, align campaign structure with business objectives, improve audience targeting and creative concept development, we have been able to push Breast Cancer UK’s retail brand, Birds & Boobs, towards achieving KPI targets.
The Challenge
The previous account structure had not been built for success in alignment with the clients objectives; which were to:
1. Increased purchase volume
2. Increase revenue value
3. Improve ROAS
The set up was utilising a remarketing campaign for previous purchasers and a broad interests “cold traffic” campaign for big retailers such as “H&M” and “John Lewis”, delivering results of an average ROAS of just over 1.
The Strategy
To build out a solid full funnel account structure, that would build audiences to support future scaling and testing, and driving incremental value through direct revenue generation.
We created a consideration campaign targeting interests and lookalikes, as well as a conversion structure covering lookalikes, interests and retargeting.
The aim of consideration was to target content views and build stronger audiences, which we could use for scaling revenue, and a bottom of funnel (BOF) campaign optimising towards conversion, directly targeting high intent purchases audiences with creative, compelling visual assets and messaging.
The Impact
Upper funnel results saw statistically significant results in terms of CPC and CPMs, driving a decrease of 57% and 31% respectively. Due to these efficiency improvements we saw visibility improve by 93% as well as clicks by 213%.
CTR also saw an improvement by 62% led by pushing to more relevant audiences, which overall helped to leverage our lower funnel strategy.
In terms of the main campaign KPI, ROAS saw a 47% uplift, which was driven by a 106% increase in purchases allowing for higher revenue of £5.8k vs £2.9k in the previous period.
This case study covers a pre/post test study between 04.07.25 – 08.08.25 vs 29.05.25 – 03.07.25
The Review
“Since partnering with GrowRoom, we’ve seen a clear and measurable improvement in our paid media performance, including increased revenue, higher ROAS, and greater overall efficiency.
Their strategic approach, responsiveness, and attention to detail have made them an invaluable extension of our team. We’re very pleased with the results so far and excited to see what we can achieve together moving forward.”
Nick March – Director of Fundraising
