Client Background

Funko, a leading global brand known for its collectible vinyl figurines and bobbleheads, has been a prominent figure in e-commerce since launching on Amazon in 2017. Despite cultivating a loyal fanbase, Funko faced difficulty scaling its brand to attract new customers. In June 2022, Funko partnered with Teikametrics to refine its advertising strategy and unlock new growth opportunities.

Teikametrics helped us understand the deeper story behind the data, allowing us to fine-tune our strategy and maintain our growth trajectory.
Wendy Kramish, VP of Marketing | Funko

Challenge

Breaking Through Saturation and Driving New Customer Acquisition

Funko’s initial advertising heavily relied on branded targeting and lower-funnel Sponsored Product (SP) ads. While effectively driving loyal customers, this strategy reached a saturation point, leading to declining returns in new customer acquisition. Organic traffic was also falling, and expanding beyond the branded approach was critical to driving incremental sales and increasing new-to-brand (NTB) purchases.

Problem

  • Funko needed a strategy to engage new customers and drive incremental sales.
  • They faced the challenge of diversifying their ad types and targeting to overcome saturation in lower-funnel tactics.

Strategy

Leveraging Amazon Marketing Cloud for Full-Funnel Insights

Teikametrics introduced a new advertising approach, focusing on upper-funnel tactics to reach untapped audiences. The strategy expanded beyond Sponsored Products (SP) to include Sponsored Brands (SB), Sponsored Displays (SD), and Amazon DSP campaigns.

Solution

To analyze and optimize this expanded strategy, Teikametrics utilized Amazon Marketing Cloud (AMC) to provide detailed insights into customer journeys, new-to-brand purchases, and the impact of various ad types on overall performance.

Key AMC Queries Used 

  • Custom Overlap Reports: Analyzed how ad types and targeting influenced customer behavior and NTB purchases.
  • Customer Journey Analysis: Tracked user interactions with Funko’s ads at different stages of the funnel across SB, SD, and DSP campaigns.

Key Metrics Analyzed 

  • Unique users reached  
  • NTB purchases from SB and SD ads  
  • Purchase rates and total conversions across ad types

Outcome

Significant Growth in New Customers and Sales 

Over 24 weeks, the AMC data provided clear evidence of Funko’s advertising success:

A Data-Driven Full-Funnel Approach   

By leveraging AMC insights, Funko expanded its advertising to engage new customers across all funnel stages. This included increasing investment in Sponsored Brands, Display ads, and introducing DSP for product lines like Anime. The diversified media mix allowed Funko to optimize performance at each stage of the funnel and target audiences more efficiently.

Results