A family-run crafts company, founded by a mom and her two daughters, had built strong credibility on Etsy with over 15,000 five-star reviews. While the brand had an established reputation, most of its sales remained platform-dependent and geographically limited.
The company needed to reduce its reliance on Etsy and expand its direct-to-consumer business. Key challenges included:
Driving direct-to-site conversions outside of Etsy.
Expanding reach beyond regional sales.
Keeping customer acquisition costs manageable while scaling growth.
Revenue Arc developed a programmatic-only, conversion-focused strategy that included:
Recrafted Prospecting & Retargeting: Leveraged curated inventory on premium lifestyle and fashion sites to attract new audiences.
Custom Segments & Lookalike Modeling: Built from Etsy buyers and email subscribers to expand reach efficiently.
Decoupled Goals: Ran awareness and acquisition campaigns separately, each optimized to maximize ROAS.
Dynamic Retargeting: Brought back high-value shoppers across multiple channels with creative designed to convert.
In just two months, the campaign delivered transformative results:
By shifting from platform dependency to a conversion-first programmatic strategy, the crafts brand unlocked scalable, profitable growth. Lookalike modeling and dynamic retargeting outperformed traditional targeting, while separating awareness and acquisition goals maximized efficiency. This case shows how niche e-commerce brands can scale revenue and ownership of their customer base by combining precise targeting with creative built to convert.