Boogie Board, a pioneer in reusable writing tablets, faced challenges with low engagement and rising costs in its Google Ads campaigns. By redesigning targeting, building optimized landing pages, integrating LinkedIn, and implementing automated follow-ups, we increased conversions, improved ROI, and managed $ 650,000 in ad spend to deliver sustainable growth.
Boogie Board, creator of the first reusable writing tablet in 2009, pioneered sustainable digital writing with liquid crystal technology, reducing paper use while fostering creativity. Expanding into kids’ educational toys and stylish stationery, the brand sold millions of units in 40+ countries, setting a standard for eco-friendly writing. However, their digital reach lagged due to weak Google Ads targeting, poor landing pages, and minimal customer follow-up. Redefine Web revamped its digital strategy, sharpening messaging, boosting visibility, and driving measurable growth through data-driven optimization.
Boogie Board partnered with Redefine Web to tackle challenges in scaling paid media despite having a strong product and customer base. Their Google Ads lacked precise targeting, resulting in wasted spend and limited visibility among audiences seeking reusable writing tools.
Conversion rates suffered due to unoptimized landing pages that failed to showcase product benefits or create a smooth buying experience. Campaigns struggled to attract and convert high-intent traffic effectively.
They also lacked a nurturing system, missing opportunities to drive repeat purchases and build loyalty after initial sales. Without tools like automated follow-ups, lifetime customer value remained low.
Finally, the absence of A/B testing, ongoing refinements, and expansion into new ad platforms limited growth. Together, these issues resulted in inefficient spending and missed revenue potential.
To solve these challenges, Redefine Web developed a multi-faceted approach focused on optimization, automation, and sustained engagement. We started with robust keyword research to identify intent-driven opportunities and built highly targeted Google Ads campaigns, complemented by LinkedIn ads to extend reach to professional audiences. Alongside tailored ad creatives, we designed optimized landing pages to simplify the shopping journey and position Boogie Board’s benefits clearly. Lead magnets showcasing sustainability and creativity were developed to capture engaged prospects.
To maximize ROI, automated email follow-ups and retargeting campaigns were implemented, fostering repeat purchases and customer retention while building long-term relationships. Campaigns were continuously tested and refined to enhance performance and efficiency.
Key steps included:
By refining ad targeting, designing user-focused landing pages, and implementing automated follow-ups, we achieved consistent growth for Boogie Board. The campaigns generated higher-quality traffic, increased conversion rates, reduced wasted spend, and achieved a positive ROI, all while managing over $650,000 in advertising budgets. This holistic approach not only increased sales but also enhanced long-term customer engagement.
Myles Scolnick
Peter Dolenc
Francis Strutt
