Wonderland Models

Digital Marketing (PPC & Social Media)

The Challenge

Type
Digital Marketing
(PPC & Social Media)
Sector
Retail
Start Date
September 2021

Finding the sweet spot between spend and return.
 
Wonderland Models is one of the UK’s leading online model and hobby stores, as well as an Edinburgh high street institution. With over 50 years of experience, they’ve built a reputation for their extensive range, quality brands, encyclopaedic knowledge and friendly advice on all things toys & models.
 
It’s fair to say that Wonderland had a bumper pandemic. With the UK population stuck at home and the high street closed, the market for home delivery hobbies was booming. As the world returned to normal, Wonderland needed to find the sweet spot of spend versus return, with the aim to exceed pre-pandemic revenues on a reduced advertising spend.
 
 

Wonderland Models Mockup Large

The Solution

Restructure, refocus and automate (the right way).

Digital Six took control of the Wonderland Models PPC and Paid Social accounts mid-way through 2021, with a period of transition leading up to the key Black Friday & Christmas trading period.

Our aim was to find the balancing point between spend and returns, reducing wasted spend while simultaneously investing heavier in the brand’s strongest lines.
Wonderland Screen Sizes Mockup
Following a full historic performance audit, we undertook an extensive account restructuring, including a significant simplification of the campaign structure.

This allowed us to focus our efforts and investment on key product lines, while utilising the right amount of automation to help ensure we retained full catalogue coverage.
Wonderland MObile LP Mockup
The Results
A bumber Black Friday and Christmas on a vastly reduced spend.

With our laser-focused approach, we were able to drive a lower but higher-converting traffic volume, resulting in a higher revenue from a vastly reduced spend and an increase to 24:1 ROAS on non-brand searches. This key trading period set the basis for what continues to be a strong and ever-evolving marketing partnership. Learn more about our digital marketing services.
70%
decrease in
Google Ad spend
16%
increase in
paid marketing revenue
160%
increase in
non-brand ROAS
38%
increase in
conversion rate

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EH6 7EZ
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