How do you scale into new markets while proving ROI from day one?
Cricut, a US-based brand of smart crafting machines, had ambitious goals to accelerate growth in key European markets. They needed more than just ads; they required a precision-targeted acquisition strategy to scale Direct-to-Consumer (DTC) operations across unfamiliar territory. By anchoring our approach on data analytics and adtech, we identified the right audiences
and optimized spending in real-time to prove ROI from day one.
The impact: 335% ROAS in the UK (beating the 300% target),
521% ROAS in Germany (above the 350% benchmark), and successful expansion into 6 markets including Ireland, France, Australia, and New Zealand. Growth that scales.
The blueprint: planning & programming
We began by translating revenue targets into qualified acquisition goals across the full funnel: awareness, engagement, and conversion. To ensure the data told a clear story, performance was unified across the Google Marketing Platform, connecting SA360, DV360, and Campaign Manager into a single, actionable dashboard. This integration of GA360 and Floodlights provided a 360-degree view of the customer journey, effectively turning raw demographics into smart, measurable targeting.
The execution: high-tech, high-touch
With the data infrastructure in place, we prioritized a full-funnel model where every touchpoint served a specific KPI: high-impact video and display drove brand awareness at the top of the funnel, while paid search and shopping campaigns converted ready-to-buy customers at the bottom. Strategic retargeting campaigns re-engaged high-intent audiences based on past DTC interactions, ensuring no potential customer slipped through the cracks.
To ensure maximum capital efficiency, custom bidding—powered by Python code within the Demand Side Platform—automated the process to deliver the highest volume of conversions at the lowest possible cost.
Ultimately, the synergy of machine learning and seamless team collaboration turned ambitious revenue targets into a scalable international success story.
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