h e y h i h e l l o
Funko

Making Funko POP with D2C.

Quick jumps.

The Challenge The Solution The Results

Funko, the world’s largest proprietor of licences, is an American company renowned for its limited-edition pop culture collectibles. Best known for its licensed vinyl figurines and bobbleheads, Funko’s portfolio spans movies, television, comics, video games, Loungefly, board games, and accessories.

Capabilities:
  • Growth
  • Media
Sector:
  • Commerce
  • Media
  • PPC
Funko

56,366
new customers.

Surpassing target of 26,667.
217% improvement YoY.

3.35%
Conversion rate.

Exceeding 1% target increase.

x3.2
ROAS

Year 1 ROAS 4.13 to Year 4 13.17

The Challenge.

In 2020, Funko set out to build a successful DTC presence across Europe with a bold ambition: to grow their business from £2 million in 2021 to £4 million over 3 years while expanding into 30 EMEA markets. Achieving these goals required addressing several unique challenges:

Key Performance Goals:

  • Maintain cost-per-click (CPC) below £0.50.
  • Achieve conversion rates (CR) above 1%.

Market
Identification.

Determining which markets presented the lowest risk and highest potential return.

Localisation

Tailoring messaging and campaigns to resonate with diverse cultural contexts across multiple markets.

Competition

Competing against well-established retailers such as HMV and Smyths Toys across Europe.

Creative
Constraints.

Overcoming a lack of EMEA-specific creative assets due to FunkoEurope’s reliance on Funko US for content.

Funko

The Solution.

Audience segmentation
and persona development:

We conducted extensive research into Funko’s key audiences and identified three main personas:

  • Pop Culture Supergroup
  • Occasional Buyers
  • Gift Givers

Market analysis
and expansion:

  • Focused initially on the UK, leveraging strong brand search trends
  • Identified and prioritised 30 EMEA markets where Funko already had brand recognition
  • Scaled efficiently using Google’s Performance Max, with market-specific translations provided by Google

Tailored campaigns
and localisation:

  • Designed bespoke campaigns for each market, 
highlighting top-performing product themes
  • Implemented branded search campaigns with a target impression share bidding strategy
  • Translated ad copy into native languages to maximise cultural relevance and engagement

Creative solutions
and tool integration:

  • Developed image and video assets using Google’s Video Builder template
  • Established a robust PPC infrastructure by integrating tools such as Google Ads & Analytics, Microsoft Ads, Merchant Center and YouTube Studio
  • Delivered bespoke creative assets for special offers during peak periods
Funko

The Results.

Customer
Acquisition.

56,366 new customers acquired in Year 4, surpassing the target 
of 26,667. A 217% year-on-year improvement.

Efficiency
Metrics.

Maintained CPC below £0.50, achieving an industry-leading £0.14. Conversion rates reached 3.35%, significantly exceeding the 1% target and improving YoY from 2.3%.

Return on Ad
Spend (ROAS).

  • Year 1: ROAS of 4.13
  • Year 2: ROAS of 7.79
  • Year 3: ROAS of 11.43
  • Year 4: ROAS of 13.17
Funko
Funko
Funko

The campaign achieved remarkable results, consistently exceeding Funko’s targets over four years. The strategic and highly-targeted PPC campaign contributed to Funko’s exponential EMEA growth, showcasing our ability to adapt to market trends and cultural nuances while achieving and surpassing set objectives. This successful execution of a 4-year plan underscores our commitment to delivering outstanding results.

Funko

I’ve been incredibly impressed with the support provided by Space & Time, our agency partner. Their expertise and strategic approach have made a noticeable impact on our digital performance.

Our conversions and ROI have improved thanks to their guidance, helping us effectively reach our target audience and drive business growth.

David Pool

Digital Acquisition Manager, Funko

Our work and results.

Funko

Funko

Making Funko POP with D2C.

  • 56,366 new customers.
  • 3.35% Conversion rate.
  • x3.2 ROAS
Funko

Funko

Making Funko POP with D2C.

  • 56,366 new customers.
  • 3.35% Conversion rate.
  • x3.2 ROAS
Funko

Funko

Making Funko POP with D2C.

  • 56,366 new customers.
  • 3.35% Conversion rate.
  • x3.2 ROAS
Funko

Funko

Making Funko POP with D2C.

  • 56,366 new customers.
  • 3.35% Conversion rate.
  • x3.2 ROAS

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