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Catbird Case Study:

Industrious Logo Case Study

Company Profile

Founded in 2004 in Williamsburg, Brooklyn, Catbird is a distinguished jewelry brand celebrated for its handcrafted, sustainable pieces that epitomize timeless elegance and individuality. Drawing inspiration from its eclectic Brooklyn roots, Catbird’s collections offer a whimsical yet sophisticated charm, focusing on ethical sourcing and craftsmanship.

The Challenges

Catbird wanted to maximize the effectiveness of its advertising budget to fuel sustainable growth. Specifically, their goals included increasing order volume, boosting revenue, and increasing return on ad spend (ROAS) while reducing customer acquisition costs (CAC).

Services We Provided

Account Managers

Θ Nina Kennedy, Manager, Paid Search
Θ Madeline Johnson, Sr. Strategist, Paid Social
Θ Joshua Salgado, Strategist, Shopping & Feeds

What Socium Identified:

Implementing Socium’s best practices for Catbird’s Paid Search, Social, and Shopping campaigns would drastically improve overall ad efficiencies and, as a result, boost revenue.

Our Strategic Approach

Paid SOCIAL:

Θ The existing creatives used on Meta were aesthetically pleasing but weren’t optimized for performance. We worked with our Performance Creative team to build a creative testing roadmap that optimized their assets for paid social.

Θ Equipped with new ad creatives and a strong focus on testing, we embraced Advantage+ campaigns. By shifting to larger budgets for Prospecting and making full use of Advantage+, we significantly reduced overall CPMs, which allowed us to reach a wider audience for a lower cost. This approach allowed us to make our campaigns more efficient than before, as we let our creative efforts lead the way in targeting and performance.

Θ On Pinterest, we transitioned from Traffic and Consideration campaigns to those optimized for conversions, aligning creative refresh cadences closely with Meta to replicate successful strategies across platforms.

Paid Search

Θ We identified the need to reorganize brand search campaigns with clearly defined ad group themes to enhance relevance and user experience and aim for higher conversion rates (CVR).

Θ Implementing target return on ad spend (tROAS) bid strategies allowed us to improve revenue efficiency and adjust aggressiveness during peak periods.

Θ Recognizing the underutilization of ad copy space and poor ad strength, we revamped ad copies to achieve “Good” or “Excellent” ratings and fully utilized headline and description spaces. Additionally, we refreshed ad extensions to improve click-through rates (CTR).

SHOPPING & FEEDS

Θ A major initiative was to enhance the shopping feed by incorporating product attributes like color, size, and type, which previously were not included, thus improving performance.

Θ We redesigned the campaign structure around bestsellers, wedding and engagement, rings, and a general category for improved budget allocation and control.

Θ We updated asset groups with new ad copy, imagery, and audience signals, utilizing focused customer lists developed in collaboration with Blackcrow for more targeted reach.

Within one quarter, we saw the following results:

Paid Social (Meta):

41%
Increase in
Orders
16%
Decrease in
CPA
40%
Increase in
Revenue
19%
Increase in
ROAS

Paid Social (Pinterest):

48%
Increase in
Orders
52%
Decrease in
CPA
65%
Increase in
Revenue
129%
Increase in
ROAS

Paid Search:

27%
Increase in
Orders
15%
Decrease in
CPA
35%
Increase in
Revenue
25%
Increase in
ROAS

Shopping & Feeds:

44%
Increase in
Orders
17%
Decrease in
CPA
39%
Increase in
Revenue
16%
Increase in
ROAS

Future Plans

Building on our successes, we’re continuing to test and innovate our strategies across all channels, with a special focus on boosting new customer acquisition and achieving more efficient ROAS on Meta.

— Alexi George, Growth Marketing Manager, Catbird

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