Stimara case study

Despite a strong product and an engaged customer base, Stimara’s growth was being limited by two key challenges

Overreliance on branded search terms

• Most sales were coming from people already searching for “Stimara,” limiting the ability to acquire new customers.
• High CPCs on brand terms were cannibalising budget, making it harder to invest in growth campaigns.

Differentiation in a market flooded with cheap knockoffs

• Consumers were overwhelmed with low-cost alternatives that lacked Stimara’s premium build quality, durability, and sensory satisfaction.
• The challenge was positioning Stimara as the superior choice while maintaining premium brand perception.

We needed to expand Stimara’s reach, reduce reliance on branded search, and implement a creative strategy that resonated with neurodivergent audiences, sensory seekers, and habit-breakers.

Our approach focused on three core pillars

1. PPC Expansion → Moving beyond branded search to unlock new customer acquisition.
2. Full-Funnel Retargeting → Keeping Stimara top-of-mind across multiple touchpoints.
3. Creative Strategy & Iteration → Leveraging ADHD and neurodivergent messaging through problem-solution creative frameworks, emotional resonance, risk reversal, and UGC testimonials to drive performance.

1. PPC expansion: moving beyond branded search

Challenge
Stimara’s PPC campaigns were heavily reliant on branded keywords, limiting their ability to grow beyond audiences already familiar with the brand. This overdependence made it difficult to scale demand and reach new customers actively searching for similar solutions.

Solution
We restructured the paid search strategy to target high-intent users seeking anxiety relief and sensory stimulation tools—beyond those already aware of Stimara. Instead of focusing solely on brand recognition, the new approach emphasised connecting with people searching for effective, aesthetically pleasing fidget and stim tools to support focus and emotional regulation.

Tactical execution

• Broadening non-branded keyword targeting → We introduced mid- and upper-funnel search terms such as “best fidget toys for adults” and “premium sensory tools” to reach new customers actively considering a purchase.
• Refined bid strategies & geo-targeting → Focused spend on locations where conversion rates were highest, ensuring efficient cost-per-click (CPC) performance.
• Day & time parting → Adjusted bids based on historical conversion trends, prioritising budget allocation during peak purchasing hours.

2. Full-funnel retargeting and Meta performance

We implemented a full-funnel retargeting strategy on Meta to re-engage high-intent users and maintain brand visibility throughout the decision-making process. This involved segmenting audiences based on behavior (e.g. product views, cart activity, and time on site) and serving tailored creative to each cohort.

Meta Ads tactical execution

• Website purchases increased by 21% (Oct-Nov Vs August-Sept).
• ROAS improved from 1.84 to 3.24—a 80% increase.
• CTR improved by 21% (from 0.97% to 1.34%), leading to higher engagement and efficiency.
• Despite a 35% decrease in impressions, website purchase volume increased, proving that our audience refinement and retargeting strategy improved conversion efficiency.

3. Creative strategy and insight-led iteration

To strengthen brand positioning and better connect with its core audience, Stimara aimed to stand out in a crowded market while authentically resonating with neurodivergent users seeking tools for focus, sensory regulation, and anxiety relief. An initial audit revealed an opportunity to enhance creativity with more emotionally resonant messaging, clearer value propositions, and stronger direct-response elements.

Key messaging we introduced

• ADHD & focus-driven messaging → “Here’s why neurodivergent professionals swear by Stimara.”
• Risk-reversal CTA integration → “Try it for 30 days—love it or your money back.”
• Sensory satisfaction appeal → High-production-value macro shots highlighting the magnetic snap & smooth rotation.
• Authority-building expert testimonials → Featuring mental health professionals endorsing fidgeting benefits.

Key performance uplift

Meta performance (Oct-Nov 2024 Vs. Aug-Sept 2024):

• ROAS improved by 80% (from 1.84 to 3.24).
• Website purchases increased by 21%.
• CTR improved by 35%.

PPC performance (Oct-Nov 2024 Vs. Aug-Sept 2024)  

• Sale Growth: +75%
• Revenue Growth: +128% MoM
• Overall ROAS: 8.58 (+81%)
• CPA Reduction: -30%
• Cost efficiency uplift: +25%