In the right context, The Oodie is the kind of product that sells itself when
it scrolls across your social feed. An oversized, fluffy marriage of blanket
and hoodie? It’s like a permanent hug that shows up on your doorstep.
Yes please.Of course, to show up on your social feed in the first place,
certain media dollars have to be spent. And for a global product at The Oodie’s
scale, that’s not an investment to be taken lightly.
Fairing x MTA x MMM
Along with industry-standard tooling in multi-touch attribution and MMM, The
Oodie employs Fairing as an attribution safety net, and as a ground truth lens
on experimental campaigns.
One of those experiments involved delving into TikTok paid — a channel that
often doesn’t present the whole picture through pixel attribution alone, given
its proficiency as a brand discovery
platform.
Tanya Kaliszewski, The Oodie’s Reporting and Insights Lead, tells it best:
During the initial period trialing TikTok with limited spend (around 1-3% of
our media budget), we were seeing up to 13% of Fairing survey respondents
attributing Tiktok as the channel that drove their purchase.— Tanya
Kaliszewski, Reporting and Insights Lead @ The Oodie
TikTok’s efficacy and growth potential is nothing new to
Fairing,
so it’s no surprise this ground truth in attribution data has since propelled
the channel to one of The Oodie’s most successful revenue generators over the
longer term.
Zero Party Data Insights Beyond Attribution
The Oodie also uses Fairing’s Question Stream™ to segment their customers for
hyper-relevant offers (like birthday
deals), and to poll
specific buyers for answers to the org’s
known-unknowns.
As regional upticks in plain-color (non-patterned) Oodies began trending, the
team was curious about consumer motivations and intended use cases. So, they
simply asked: “why did you buy this specific color?”
They were met with a bevy of responses, but the most prominent was that these
more subtle Oodies were passing for professional attire among the
work-from-home crowd — a “business casual Oodie”, if you will. This insight
obviously framed the market opportunity in a new light, impacting not just
marketing operations, but the product team as well.
Your customer knows best. The easiest way to innovate, improve and scale your
product is to listen to what customers are asking for.— Paddy Kennedy,
Marketing Manager @ The Oodie
To find incredible patterns in your customer data, get started with Fairing’s
14-day free trial. To put incredible patterns on your
body, check out The
Oodie.
