In the right context,
The Oodie is the kind
of product that sells itself when it scrolls across your social feed. An
oversized, fluffy marriage of blanket and hoodie? It’s like a permanent
hug that shows up on your doorstep. Yes please.
Of course, to show up on your social feed in the first place, certain media
dollars have to be spent. And for a global product at The Oodie’s scale, that’s
not an investment to be taken lightly.
Fairing x MTA x MMM
Along with industry-standard tooling in multi-touch attribution and MMM,
The Oodie employs Fairing as an attribution safety net, and as a ground
truth lens on experimental campaigns.
One of those experiments involved delving into TikTok paid — a channel
that often doesn’t present the whole picture through pixel attribution
alone, given
its proficiency as a brand discovery platform.
Tanya Kaliszewski, The Oodie’s Reporting and Insights Lead, tells it best:
TikTok’s efficacy and growth potential is
nothing new to Fairing
, so it’s no surprise this ground truth in attribution
data has since propelled the channel to one of The Oodie’s most successful
revenue generators over the longer term.
Zero Party Data Insights Beyond Attribution
The Oodie also uses Fairing’s Question Stream™ to segment their customers
for hyper-relevant offers
(like birthday deals),
and to poll specific buyers for answers to the org’s
known-unknowns.
As regional upticks in plain-color (non-patterned) Oodies began trending,
the team was curious about consumer motivations and intended use cases.
So, they simply asked: “why did you buy this specific color?”
They were met with a bevy of responses, but the most prominent was that
these more subtle Oodies were passing for professional attire among the
work-from-home crowd — a “business casual Oodie”, if you will. This
insight obviously framed the market opportunity in a new light, impacting
not just marketing operations, but the product team as well.