The challenge DecoArt was built on wholesale, with only a modest direct-to-consumer store. The goal for the year was aggressive: grow the D2C channel and prove that digital could expand revenue, not just maintain it. Traffic, paid media, and social all needed to move at once.
What we did We ran a full-funnel program instead of a set of disconnected tactics. SEO lifted the product pages for craft-related search. Google Shopping and Performance Max carried high-intent demand, while Meta creative (like the Fall Essentials series) did the discovery work. We shifted spend toward what performed, fixed site speed and tracking so the buying experience and the attribution both held up, and tightened the social calendar to fewer, stronger posts.
The results - Online revenue about $798K, up 171% year over year - 169,000 items sold, up 163% - Purchasers up 76% year over year - Meta click-through rate up to 2.64% (+33%) with cost per click down 19% - Facebook impressions up 297% (over 10 million), engagements up 452%; Instagram reach up 145%
The once-sleepy D2C channel became a real business, with a much larger and more engaged community of crafters behind it.