Increase in DTC online revenue
Average ROAS on marketing ad spend
Uplift in relevant website traffic
Skybound, a leading multiplatform entertainment company co-founded by Robert Kirkman, is the production powerhouse behind the #1 TV show The Walking Dead.
Full Moon was hired to extend the Skybound ecommerce business to generate awareness and interest for video games, merchandise, comics, and collectibles. Once the ecommerce site was launched, Full Moon launched multichannel campaigns across Google Ads, Meta Ads, programmatic retargeting, and display.
Understanding the brand identify was the first of many key steps in developing our digital strategy for Skybound’s ecommerce business. Skybound has a large fanbase for their entertainment titles, and our ability to tap into that fandom was important to expand the brand’s ecommerce business.
Skybound’s ecommerce launch was successful. But their media strategy was fractured and siloed. Without a holistic focus on campaign strategies, Skybound’s campaign performance impact was unclear and advertising dollars were not efficiently managed. Full Moon was brought it to build and manage a full funnel digital strategy with campaigns that leveraged customer signals, affinities, and category mapping.
Here are a few things Full Moon helped with:
Because Skybound has a huge fan base, we developed campaigns across social media that target audience interests to emphasize product collections. This approach encouraged users to explore the catalog and discover new products, which created a more engaging shopping experience.
As targeting the right demographic becomes increasingly important in the crowded fandom landscape, we refined our messaging through insights from monthly, iterative tests, including: improved product photography, better product description, introducing videos in ads, and prioritizing messaging in conversion tactics.
Full Moon launched campaigns to build awareness for Skybound’s board games, video games, collectibles, and merchandise. Our campaigns reached Skybound’s ideal customers across social media feeds and on Google when they are searching for the brand.
Here’s how the strategy materialized:
Skybound’s DTC revenue in the first 4 months grew by 60% with Full Moon’s campaign strategy. Over the next year, ecommerce revenue grew steadily by double-digits while maintaining a 4X ROAS with a profitable margin.
With sufficient budget to launch their DTC channel, Skybound’s early success confirms customers love for the brand, products, and games.
“FMDM has the best response time from any agency I have worked with. Their partnership has been invaluable to my organization.”
Full Moon’s partnership with Skybound launched one of most successful DTC ecommerce projects in fandom. The impact of Full Moon’s paid media is exactly what Skybound was looking for in a partner.
Increase in DTC revenue year over year
Average ROAS from paid media channels
Website traffic from target audience
