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McMiller
How our audience personas boosted a boardgame start-up’s ROI by 400%
The Journey
McMiller’s carbon-neutral boardgames bring laughter to living rooms worldwide. Founders David and Julian came to us with a solid brand identity, but their Facebook and Google Ads weren’t proving profitable.
The ads weren’t yet speaking to the right people with the right message at the right time.
We used historical sales data, Google Analytics insights and trusted third-party market research to create three defined audience personas.
- The Value Shopper
- The Sustainability Advocate
- The Small Business Supporter
We then targeted these users with tailored messaging and customised creatives, using the ad formats that would resonate most on the platforms where each persona was most active.
“We were tired of lots of men in suits overpromising and underdelivering, so wanted a diverse and mixed team of people who were ambitious yet realistic and honest. We felt like everyone from Digivate would be people we’d happily have on our own team, so it is a strong match in terms of work ethic.”
– David and Julian, Founders of McMiller
The results
By targeting our PPC campaign to three distinct personas and allocating more budget to the holiday season, we achieved some pretty epic results.
- +151% increase in revenue compared to the year before
- +400% increase in ROI
