Mermaid Straw
Mermaid Straw, a sustainable drinkware and eco-accessories brand, partnered with Adspace to reignite sales growth through paid social, Google ads, and influencer marketing
With monthly revenue plateauing and no existing ad infrastructure in place, Adspace deployed a full-funnel strategy focused on paid media and creative acquisition.
In under two months, this growth engine generated immediate results across Meta, Google, and TikTok - with ROAS, conversion volume, and total revenue surging across the board.
The challenge
After experiencing a significant decline in sales, Mermaid Straw sought to scale up to new heights in monthly revenue.
However, they lacked prior experience in digital advertising, had minimal photo and video assets, and were uncertain about their ideal audience, platform mix, or creative direction.
Without a clear offer strategy, segmentation data, or working media funnel, the brand needed expert guidance to build a profitable system from scratch across Meta, TikTok, and Google.
The solution
Adspace activated a multi-channel advertising strategy while simultaneously building a pipeline of platform-native UGC through influencer collaborations.
We prioritized testing on Meta and Google to identify top-performing SKUs, audiences, and hooks - while gradually layering in retargeting, dynamic creative, and value-based messaging.
With affiliate and influencer campaigns running in tandem, we were able to generate high-converting UGC at scale to fuel paid campaigns. Within weeks, performance dramatically improved across every key channel.
Strategies
01.
UGC Pipeline: Activated influencers across TikTok and Instagram to generate native UGC optimized for Reels, Stories, and Spark Ads.
02.
Full-Funnel Meta Campaigns: Built Top-of-Funnel Advantage+ Shopping campaigns paired with DPA Retargeting and Facebook/Instagram Engager Audiences.
03.
Google Performance Max: Rolled out Performance Max campaigns with optimized product feed and Smart Bidding to scale non-branded conversions.
04.
Offer Testing: Tested percentage-off offers and urgency hooks for new customers during BFCM to increase AOV and purchase volume.
05.
Audience Refinement: Applied rapid creative testing to narrow winning demographic (women 18–34, suburban, eco-conscious) and align platform strategy to audience behavior.
