eCom Search Campaign of the Year Finalists

We are thrilled to announce that we are finalists for the eCommerce Search Campaign of the Year over at the UK eCommerce Awards, for our partnership with Funko in launching and scaling their D2C presence across Europe!  Highlighting the incredible journey we embarked on together to establish Funko’s presence across 30 EMEA markets and achieve sustainable growth through highly targeted and innovative PPC campaigns.

A Partnership Built on Strategy and Innovation

Our partnership with Funko began in 2020 with an ambitious goal: to develop a four-year growth roadmap that would double the business size from year two to year four. This involved extensive market research, identifying key audience segments, and tailoring strategies to meet Funko’s needs across a diverse and competitive European landscape.

Through deep audience research, we segmented Funko’s core consumers into three distinct personas:

• Pop Culture Supergroup – the passionate collectors and Funko enthusiasts
• Occasional Buyers – casual consumers who make periodic purchases
• Gift Givers – those purchasing Funko products as special gifts

This audience segmentation allowed us to target and engage Funko’s customer base with precision, tailoring our approach for each market while localising ads to resonate with specific cultural preferences.

Leveraging Funko’s Brand Power and Expanding Across EMEA

Funko’s strong brand recognition provided a solid foundation to build upon, especially in the UK, where robust brand search trends were already established. We replicated this winning strategy across EMEA markets by leveraging Google Performance Max and a range of other tools to drive growth. From translating and localising ad copy to creating custom image and video assets, we ensured Funko’s campaigns stayed relevant and resonant with each target market.

One of the key drivers of success was our ability to stay agile and adaptive. Despite challenges like competing with established retailers and working within creative limitations, we capitalised on market-specific popular products and continuously updated our campaigns to stay ahead of the competition.

Results That Speak for Themselves

Our results with Funko have been nothing short of extraordinary. By 2023, we surpassed Funko’s original target of 26,667 new customers, delivering 56,366 new customers – an impressive 217% year-over-year improvement. We also exceeded return on ad spend (ROAS) targets, improving from 4.13 in 2021 to an outstanding 13.17 in H1 2024. Conversion rates improved to 3.35%, with cost-per-click (CPC) remaining under £0.50, proving the efficiency of our strategy.