CASE STUDY

Increasing Sundays' ROAS by 105% During a Key Sales Period

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About the Company

Sundays is a direct-to-consumer e-commerce furniture company headquartered in Vancouver, BC. They transform the traditional furniture shopping experience and your home, making it feel like a Sunday morning — effortless, warm, and relaxed. Sundays brings forth high quality pieces that their customers can love forever with beautifully functional furniture that sets the stage for life’s greatest moments and all the in-betweens.

The Challenge

In one of the most challenging sales periods of the year, Sundays needed to gain a competitive edge.

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Business Challenges

  • Stand out amidst competitors during one of the largest peak sale periods of the year.

  • Re-evaluate realistic sales expectations/projections for Covid vs. post-Covid periods.

  • Combat the increasing CPCs on paid channels (Meta) while maintaining high levels of user engagement.

  • Test multiple creatives to best understand what performs, drives key results and resonates with Sundays’ key target audiences.

Campaign Goals

  • Drive an increase of revenue in comparison to 2021 Labour Day Sale.

  • Maximize budget potential while increasing ROAS in comparison to 2021 Labour Day Sale.

  • Improve engagement metrics.

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The Process

Our process of running sale campaigns is streamlined and broken down to the following:

Duration

2 weeks

Ad Channels

Meta:
Facebook and Instagram

Target Locations

United States and Canada

Audiences

Prospecting
Remarketing

Creative Testing

6 variants

Placements

Feed and Story

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The Results

After running this campaign on Meta for 2 weeks, it resulted in the following:

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Revenue increased by

182%

Conversions increased by

191%

ROAS increased by

105%

CTRs increased by

28%

CPCs decreased by

10%

CPA decreased by

53%

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Creative Insights

  • Breadth of products in creatives performed stronger than singular product imagery.

  • Utilizing sales tags as call-outs was effective.

  • All creatives that had video included out-performed any with just static imagery.

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Summary

Having partnered with Sundays since 2020, during the early stages of their business growth, Rely Digital helped the company scale to new heights within North America’s furniture industry. With the company's expansion into new markets, Rely Digital continues to bring forth a strategy encompassing incremental creative testing, budget efficiency targeting, key audience segmentation, and an adapting media plan to the everchanging macroeconomic market.

As highlighted in this case study, which underlines the 2022 Labour Day Sale at Sundays, our performance-based marketing efforts along with a multi-channel approach have resulted in sophisticated media plans that continue to drive real business results with year-over-year revenue growth.

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