Business & Pleasure Co is a luxury outdoor furniture and lifestyle brand known for its premium craftsmanship, distinctive vintage-inspired aesthetics, and rapid market growth. With a product line ranging from stylish beach umbrellas to upscale patio furniture, the brand continues to redefine the outdoor living space, becoming a favorite among design enthusiasts, hospitality venues, and lifestyle tastemakers alike.
Challenge
Business & Pleasure Co had a strong desire to scale their brand but in April 2022, their paid marketing efforts plateaued and had begun to regress.
When P1 Commerce dug into their accounts, an audit revealed several critical challenges:
- Ineffective segmentation across campaigns leaving significant gaps in coverage, underinvestment in various stages of the marketing funnel, and wasted ad spend.
- Inconsistent approach to creative testing with no reliable learnings to drive future creative iterations.
- Lack of an accurate measurement strategy, no clear view on channel or tactic incrementality, and a fragmented approach across international markets (U.S. and Australia).
Audit Key Issues:
- Poorly configured Performance Max campaigns (1.08x ROAS) lacking any differentiation between brand vs. non-brand terms or product segmentation relative to business impact.
- Heavy reliance on outdated Smart Shopping campaigns.
- Lack of clear funnel structure in Meta with many campaigns double dipping into remarketing and retention that were positioned as prospecting.
Results
Our paid marketing strategy significantly improved performance, contributing to Business & Pleasure Co's strong position ahead of their $16M investment from Silos Capital.
2024 Revenue & Marketing Efficiency Improvements Year-Over-Year:
- Net Revenue: Grew +41.4%, which was largely driven by improved acquisition efforts, with new customer revenue growing +50.1%.
- MER (Marketing Efficiency Ratio): Increased by +39.5%, despite scaling ad spend by +14.5% vs. the prior year.
Key Takeaway: Revenue growth significantly outpaced increases in marketing spend, highlighting improved efficiency and increased effectiveness of customer acquisition efforts.
How We Did It
Our strategic approach successfully transitioned Business & Pleasure Co's performance marketing efforts from being inefficient and fragmented to a scalable, fully measured, growth-oriented marketing engine.
Account Restructuring and Optimization:
- Growth-Oriented Structure:
P1 Commerce fully restructured both the Google and Meta Ads accounts with an emphasis on tightening up and controlling brand, remarketing, and retention spend to see improved efficiency and less overlap with owned marketing efforts. This in turn enabled greater investment into acquisition initiatives across non-brand and social placements. - Introduced High-Funnel Paid Channels:
Expanded paid marketing to include Connected TV (CTV) and programmatic display as added brand building initiatives.
Advanced Measurement Implementation:
- Multi-Touch Attribution (MTA):
Implemented an MTA solution, providing greater insight into both channel and tactic incrementality and began to refine the media mix accordingly.
Unified Multi-Regional Approach:
- Unified International Strategy:
Created a unified marketing structure and strategic framework across U.S. and Australian markets. Leveraged the success and learnings from the larger U.S. market, applying scalable tactics to the Australian market for increased efficiency.
Ready to drive meaningful growth for your business?
P1 Commerce specializes in paid marketing strategies that deliver measurable results, maximize profitability, and position brands for sustainable growth. Contact us today and discover how we can accelerate your success.
