Case study — Toy Retail
Rocketship Toys: the build that paid for itself.
Rocketship Toys came to us as toy retail operators in Minneapolis, USA with a problem that was costing them weekly. The program below is what moved their headline number: 4.1x blended ROAS.
Fig. 01 — Paid + LifecycleMinneapolis, USA
The challenge
Ad spend had scaled faster than measurement: budgets tripled, attribution stayed a shrug, and every channel took credit for the same customers in their own dashboards.
Creative was one video and a hope. Fatigue set in quarterly, CPAs crept upward, and the monthly report was a masterclass in confident vagueness.
The approach
We rebuilt measurement first: server-side tracking, a single source of truth per metric, and channel reports in cost-per-acquired-customer units the CFO could compare honestly.
Creative became a system: testing sprints with hypotheses, hooks from customer language, and a fatigue-based rotation cadence — volume with a method, not a factory.
Lifecycle flows shipped in revenue order: abandonment, post-purchase, replenishment, winback — with suppressions so customers hear a person, not a trigger.
- Measurement rebuild: server-side tracking, one dashboard of record
- Lifecycle email flows in revenue order with suppressions
- Channel diversification plan with budget-shift milestones
- Segment infrastructure: RFM, engagement, and suppression lists
The results
The first report that ever fit on one page was also the first one our board actually read.Elena Marsh — Head of Digital, Rocketship Toys
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