Redbubble: Scaling Channels with Confidence and Efficiency
Redbubble, the global print-on-demand marketplace, has long been a destination for independent artists and shoppers seeking unique designs. As the business entered a new phase of transformation, it became clear their measurement approach needed to evolve too.
The Challenge
Navigating transformation with inadequate measurement
To support Redbubble's transformation and drive their next phase of growth, the team aimed to scale their Paid Social spend and diversify their channel mix. However, their existing measurement methods presented challenges, and they recognized a critical need to move away from the limitations of Last Click measurement to achieve their goals.
Their previous measurement approaches presented several issues:
- Click-based measurement (MTA and Last Click): These systems skewed credit towards bottom-of-funnel activities and undervalued the impact of full-funnel channels like Paid Social, YouTube, and demand generation. Redbubble understood that relying on these methods would not provide the accurate, holistic view required for their transformation.
- Ad platform data: It lacked an "apples-to-apples" view across channels, with inconsistent measurement models, making it unsuitable for assessing the relative impact of different channels and developing an optimal Paid Social channel mix.
Redbubble needed a solution that offered daily, actionable insights for full-funnel measurement, a holistic view for cross-channel comparison, and incremental forecasting to confidently invest in what truly drives new customers.
The Solution
Leveraging Fospha's full-funnel measurement and rigorous validation
Redbubble onboarded with Fospha in October 2024, gaining immediate access to full-funnel, year-on-year data to begin optimizing their marketing mix.
Fospha provided the solution, combining scientific rigor with attribution speed. This meant Redbubble gained highly actionable, full-funnel measurement updated every day, allowing marketing teams to optimize campaigns and budgets without lag.
Redbubble approached the adoption of Fospha with a robust and rigorous strategy for stress-testing the model outputs. They were keen to validate the insights through real-world application, a key part of building confidence in the new system of measurement. This scientific, data-led approach provided the assurance needed to invest during a period of significant business change and ensure that their strategy was grounded in accurate data.
Unlike traditional click-based models, Fospha revealed the true impact of upper- and mid-funnel investment, giving Redbubble the confidence to invest in channels that drive incremental customer growth. In addition, Fospha’s incremental forecasting showed where additional spend would drive profitable growth, which enabled Redbubble to scale efficiently and identify hidden opportunities.
The Results
Fospha's data revealed key opportunities
Fospha’s data, validated through Redbubble’s testing, uncovered key opportunities and guided the strategy to act on them:
1. Paid Social’s True Value
Fospha demonstrated that Paid Social channels drove significantly more value than Last Click and MTA reported, delivering 10X higher ROAS than previously indicated. This reinforced Redbubble’s plan to strategically scale Paid Social.
2. Scaling Pinterest
Fospha’s measurement revealed Pinterest was driving 18X higher ROAS than reported by Last Click measurement. Beam, Fospha’s incremental forecasting tool, showed substantial headroom to scale efficiently. Redbubble doubled their Pinterest spend (supported by ad credits), allocating investment across Remarketing and Prospecting Conversion campaigns. As a result, Pinterest grew to surpass TikTok, proving Fospha’s ability to uncover high-value channels missed by click-based measurement.
3. Optimizing Meta
Fospha’s campaign-level reporting provided granular insights into Meta performance, helping identify efficient revenue drivers. Redbubble reallocated spend to top-performing retention and remarketing campaigns, particularly effective for their low AOV products, and tested creatives to improve efficiency. This focus on optimization ensured more effective resource allocation instead of just scaling spend.
The Bottom Line
Sustained strategic confidence and efficient channel scaling
The implementation of this data-informed strategy delivered sustained performance improvements for Redbubble, enabling them to focus on marketing efficiency amid a period of strategic transformation.
Empowered with the confidence that their campaigns are driving incremental impact, Redbubble has continued to utilize Fospha to optimize their channel mix and campaigns, yielding ongoing improvements and solidifying their optimization efforts:
- Pinterest has maintained its efficiency even at these higher spend levels, delivering the lowest Customer Acquisition Cost (CAC) among Redbubble’s paid channels as of January 2025.
- The optimization strategies driven by Fospha’s data for Meta, focusing on top-performing creatives and campaigns, resulted in more efficient resource allocation and improved campaign effectiveness.
- They also scaled their TikTok share of wallet over 2X YoY after seeing exceptionally strong performance in Smart+ campaigns and channel ROAS improving over 2X YoY.
With Fospha’s full-funnel measurement, daily insights, and incremental forecasting, Redbubble transformed Paid Social into a reliable growth engine. By rigorously testing and acting on Fospha’s outputs, they scaled Pinterest and TikTok, optimized Meta, and gained the confidence to drive efficient, profitable growth through change.
The results:
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