About Charlie Bears...
Based in Cornwall, Charlie Bears is a renowned UK brand specialising in handcrafted collectable teddy bears and plush characters. Lovingly made by hand using premium materials such as plush, mohair and alpaca, each bear is created with meticulous attention to detail, with many designs released as limited editions. The brand also collaborates with internationally recognised bear artists to produce exclusive collections for a global collector community.
Campaign Overview
We partnered with Charlie Bears to deliver a paid social campaign promoting their annual Sale Weekend (Q4 2025) across the UK, US and AUS markets.
The campaign had four primary objectives:
- Increase reach and awareness ahead of the Sale Weekend
- Drive high-intent traffic to the website
- Maximise revenue and return on ad spend during the live sale period
- Increase footfall to local warehouse locations in the UK and AUS.
The Strategy
Strategy & Approach
Two-Phase Funnel Strategy (Meta-Focused)
To effectively guide audiences through the purchase journey, we implemented a two-phase campaign structure:
Presale Phase (Awareness & Consideration)
- Build anticipation ahead of the Sale Weekend
- Maximise reach and engagement
- Warm audiences for retargeting during the Sale Live phase
Sale Live Phase (Conversion-Focused)
- Retarget engaged users from the presale period
- Drive high-intent website traffic
- Optimise for conversions and revenue
This structured approach allowed us to nurture audiences through the funnel, from brand awareness to conversion, while maintaining cost efficiency.
Alongside eCommerce activity, we ran geographically targeted campaigns in the UK and Australia to drive in-store warehouse visits during the Sale Weekend. This ensured we supported both online revenue and physical retail performance.
The Results
The campaign delivered exceptional performance across awareness, traffic and revenue metrics.
Global Performance (Presale Phase)
- 1.2M Reach
- 39,000 Clicks at an average CPC of £0.14
- 10,000 Landing Page Views at £0.47 per view
UK Market Performance
- 36.9x Return on Ad Spend (3,690% ROAS) – generating £36.90 for every £1 invested
- £1.90 Average Cost per Purchase
- 7,900 Add-to-Cart conversions at £0.38 per result
These results highlight the effectiveness of combining structured funnel planning, creative testing, and audience segmentation to drive scalable and measurable outcomes.
Conclusion
This campaign demonstrates how a structured, data-led paid media strategy can successfully scale awareness, drive qualified traffic, and deliver strong commercial returns, all while supporting both eCommerce and physical retail objectives.
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