Ooni Pizza Ovens
Strategic Partnership for Ecommerce Sales Success
About Ooni
Founded by Kristian Tapaninaho and Darina Garland, Ooni revolutionised outdoor cooking when they launched the world’s first portable wood pellet pizza oven in 2012. Ooni pizza ovens give customers around the world the ability to cook world-class pizza in their own garden in just 60 seconds, heating up to double the temperature of a domestic oven in 10 minutes, and costing a fraction of the price of traditional wood-fired ovens.
Serving as their digital marketing partner for eighteen months, we helped the Ooni team deliver a stunning period of growth in the UK, US and Europe.
STRATEGIC PARTNERSHIP // TACTICAL EXECUTION
The appetiser: Following a competitive tender, we were appointed to deliver a thorough audit of Ooni’s digital activity, helping the company understand its true Cost Per Acquisition for B2B and B2C sales across the globe.
After the success of our initial project, we were appointed to manage Ooni’s Global Paid Search activity, provide SEO consultancy and execution, and act as strategic advisors to the in-house teams on all aspects of digital marketing.
It was time to turn up the heat.
The Central Goal
Ramping up sales whilst respecting retailers
When we took over Ooni’s paid search and SEO activity, the brief was a challenge:
Own the market space for their products, working alongside valued retail listings and Ooni’s Amazon store, to ensure consumers’ choice of outlet resulted in maximum sales and direct revenue.
Thanks to our extensive experience, and our DTC ecommerce framework for brands, we knew exactly what to do.
All the Toppings….All of them
Our work with Ooni spanned every single service the Mackerel team could deliver. Our highlights? Let’s have a look at the tastiest bites:
CPA Consulting
When we met with Kristian and Darina, the Ooni co-founders, they challenged us to accurately determine their Cost Per Acquisition (CPA) across both B2B and B2C sales channels, across the US and UK. Our Data & Analytics team undertook hugely detailed analysis spanning several years of data, uncovering Ooni’s CPA and market reach down to the State level in the USA. This gave the Board a superb understanding of the market opportunity that awaited them.
Paid Search Ads
When we inherited Ooni’s Search Ads accounts, it was clear how competitive the space was. Competing products aplenty, retailers and Amazon were all playing in the same space. So, how do you achieve balance and profitability in a highly competitive ecommerce marketplace? Intelligence, in a word. We analysed and optimised every single aspect of each campaign and delivered insight to the Ooni team to show how and when we should scale up, and by how much.
Nailing some of the basics like average time from first click to purchase opened everyone’s eyes to the true length of the shopping journey. Experimenting with the likes of 100% Impression Share for key top-of-funnel search terms across selected US States showed us the levers we could pull to drive incremental sales.
Google Shopping
We identified an opportunity for Ooni to drive further sales from Google Shopping, a channel several of their retail partners such as John Lewis and Lakeland already exploited. Our paid media team handled every aspect of the set-up and management, from initial feed set-up, to fine-tuning bidding for maximum return on investment.
Our favourite moment? When we had brand Black Friday product bundles fully set up and approved by Google Shopping days in advance, allowing us to serve ads from the moment the promotions went live on site.
Analytics
Our Data & Analytics team supported Ooni on every aspect of digital analytics, including working with Google Tag Manager, Google Analytics, Google Data Studio and Google Ads Conversion Tags. The existence of three separate Shopify Stores for the US, UK and EU markets adding a distinct degree of complexity to our work, particularly avoiding inadvertent double-counting and blending of data. With huge investment in digital media hinging on accurate data, perfection was required!
Digital Plumbing, CRO & NPS
As part of our wider digital support, we supported the Ooni team with essential plumbing and marketing activities like email database segmentation and optimisation; optimisation of OptinMonster; set-up and integration of a new NPS tool; Conversion Rate Optimisation advice and implementation to drive improved product sales.
The results? Larger customer databases, more richly populated and highly segmentable for precise marketing. Boom.
Organic Search
“We want to be number 1 for [pizza ovens]” was the goal. Given the competitiveness of the market at the dominant retailers competing for SERPs, this was no small task. Our strategy was to split our efforts: Technical SEO to continually fine-tune the performance of the three Shopify Stores. Content SEO to maximise the potential of existing content and develop a roadmap for new content. Throw in a global domain name migration project (when Uuni.net became Ooni.com) and you have the makings of a serious campaign.
Thanks to huge efforts on both our and the client’s side, the results were phenomenal, giving Ooni huge visibility in the SERPs for a huge range of terms at every point in the customer journey, from initial awareness, through purchase, to post-purchase support and product enjoyment. And the domain name change? Went without so much as a tiny hitch.
Strategic Support & Reporting
Our shared Slack channel ensured the Mackerel team were on hand to deal with any digital marketing query that arose, from the smallest of details to the largest of strategic questions.
In addition to regular performance reporting, we also delivered strategic digital and marketplace reviews to the senior leadership team at Ooni.
Education & Graduation
Education was a key theme of our work with Ooni, ensuring we shared and passed on as much knowledge as we could to the growing in-house team.
In the latter stages of our partnership, we moved to a more intensive education and transfer process, culminating in a full-handover and formal graduation – followed by a Mackerel-Ooni pizza making session, of course.
What Ooni said about us:
“Ooni have been working with Mackerel Media for over a year on a variety of different digital projects and we would highly recommend their services.
We began with them running a thorough digital audit of Ooni digital that uncovered key insights into sales trends, gave us a clearer understanding of how our marketing was working and led to recommendations on how we could optimise across multiple platforms.
Following the audit, we appointed Mackerel Media to manage our global PPC campaigns, deliver an ongoing SEO campaign and act as trusted strategic advisors to our in-house teams.
We have found Mackerel Media to be an incredibly personable, honest and passionate team with unique expertise that has helped challenge our thinking, brought fresh ideas and crucially have delivered strong results.
We’re appreciative of the Mackerel Media partnership and believe it has been of incredible value to our organisation as we grow.”
Darina Garland, Co-CEO
