Test design
Built an eight-week experiment across 10,000 US postcodes, including a holdout group to estimate sales caused by the ads.
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Case study
Driving incremental sales for a global VR brand
A targeted paid media pilot proved that better audience strategy and measurement could grow high-margin accessory sales without relying on flagship launch budgets.
This work was completed during a previous role in a platform or agency team. It is not presented as an Ironpath client engagement.
+9.9%
Incremental lift
33.6%
Attachment rate
$46
CPA
- Client type
- Global VR brand
- Channel
- Amazon DSP retargeting
- Duration
- 8-week pilot
- My role
- Test design, media plan, measurement
The challenge
High demand, underused paid media
A global VR brand saw fast-growing demand for accessories, but a significant share of that demand was being captured by third-party sellers.
The opportunity was clear: use a focused paid media test to prove whether first-party accessory sales could be grown efficiently and incrementally.
The strategy
A measured retargeting pilot
The goal was not just to spend media dollars. It was to prove whether the channel could create real incremental growth.
Audience and creative
Used Amazon DSP and dynamic creative to reach people likely to buy accessories with relevant accessory messaging at scale.
Business case
Secured pilot funding by connecting the media plan to a clear commercial opportunity and measurable success criteria.
The results
Pilot results
+9.9% incremental lift. In first-party accessory purchases.
33.6% attachment rate. Up from 23.7% at pilot start. a 9.9 percentage-point increase, separate from the 9.9% incremental sales lift.
$46 CPA. Cost per acquisition during the pilot, not cost per incremental sale.
Greenlit for scale. Adopted for broader rollout across additional markets.
"A useful paid media test answers a business question and gives the team evidence for the next investment decision."