Driving 13.6x ROAS for Hayley Williams' Global Merchandise
Region
North America
UK
Europe
Australia
Sectors
High Engagement Retail
Entertainment & Media
Services
The goal
To scale global ecommerce revenue for Hayley Williams’ official merchandise by implementing a hyper-targeted, multi-region paid social strategy across the US, UK, EU, and Australia.
Approach
Our paid media team launched a strategic, always-on ecommerce campaign in late August 2025, specifically designed to capture global demand for Hayley Williams’ official merchandise. This initial phase focused on building a robust foundational presence across four major international territories: the US, UK, EU, and Australia.
01
The campaign was structured around a flexible, performance-based budget model. This allowed for real-time optimization and the ability to shift investment between regions based on live conversion data. By moving away from static allocations, we ensured that every pound was directed toward the highest-yielding opportunities at any given time.
02
Through meticulous monitoring of regional performance, we identified the US as the primary growth engine and maintained a consistent, aggressive presence there. Simultaneously, we rotated and adjusted budgets for the UK, EU, and Australia on a month-to-month basis to capitalise on local demand fluctuations and specific product drops.
03
The final stage of our approach focused on maintaining profitability while scaling. By balancing always-on brand presence with tactical spikes for merchandise releases, we achieved a sustained high ROAS. This strategy solidified the account’s ability to leverage paid media as a fundamental and predictable driver of commercial revenue.
04
Results
Ecommerce revenue
$675,000 in attributed revenue generated between August 2025 and April 2026.
ROAS
13.6x Overall Return on Ad Spend (ROAS), with monthly performance peaking at 22.5x.
Regional scaling
Data-driven regional scaling that identified the US as the primary growth engine while maintaining high efficiency in secondary markets.
Reliable, knowledgeable and incredibly responsive paid media and email specialists for our international merchandise campaigns
Ecommerce Campaign Manager
SANDBAG
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