319% Increase in ROAS

Feetures was founded with the mission of enhancing active lifestyles through high-performance socks. Despite significant ad spend, their results were not meeting expectations, as they struggled to build effective campaign structures and consolidate efforts while utilizing best practices. Seeking to improve growth and efficiency, Feetures partnered with Primer in November 2022.

Through strategic adjustments in spend allocation, methodical creative testing, focusing on product segmentation, new product launches, and a refined full-funnel approach, Feetures achieved significant year-over-year growth and performance efficiency improvements.

Expanding to a full funnel strategy

Implementing a full-funnel strategy enabled Feetures to engage consumers at every stage of their purchase journey more effectively. By testing under view content and add-to-cart actions, they optimized retargeting efforts and the implementation of ASC campaigns helped streamline ad performance through all stages of the funnel.

Scaling Specialized Product Categories for Growth

Feetures unlocked new opportunities to scale key product categories, including Golf, Plantar Fasciitis, and Limited Edition lines. By focusing on these specific niches on paid, we were able to tap into growing markets, offering products tailored to the distinct requirements of each customer seeking a unique solution. As a result, Feetures attracted new customer segments, and reinforced its reputation for innovation and high-performance products.

Scaling Specialized Product Categories for Growth

We prioritized extensive creative testing to optimize ad performance and gain deeper insights into Feetures’ consumer preferences.
Buyer decisions questions (BDQs) allowed us to refine messaging based on distinct product categories, ensuring relevance and resonance with each audience segment.

Scaling More

Feetures achieved a 19% increase in spend YoY by pushing spend in large increments instead of small ones more constantly, this allowed us to drive scalability and maintain efficiency.

Feetures succeeded in scaling yearly ad spend by 19% increase YoY, while significantly improving performance across key metrics, including an increase in ROAS, decreased CPA, and improvement in CVR and CTR.

Strategic planning around seasonality is crucial for performance-driven brands like Feetures.

For Feetures, this allowed them to unlock new opportunities to scale products while simultaneously launching new product lines. This required a constant flow of creative and messaging that aligned with shifting consumer demand. Seasonal campaigns pushed summer adventure messaging like golfing and hiking and holidays transitioned into gifting promotions.

This video hit a 2.77 ROAS, making it undoubtedly a winner. It starts by addressing directly to a common pain point (plantar fasciitis relief), immediately capturing the attention of those struggling with foot pain. It also acknowledges a key consumer concern: finding relief without sacrificing style. The video offers an immediate solution by showcasing Feetures socks, emphasizing both functionality (intense compression, thick cushioning, no toe seam) and style (variety of heights and colors to match any outfit). This combination reassures viewers that they don’t have to compromise between comfort and aesthetics. By tackling both concerns at once, the ad effectively drives engagement and conversion.

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This video ad performs well because it combines urgency with personal endorsement, making it both compelling and relatable. It grabs attention immediately with the sale announcement and reinforces why Feetures socks are worth buying.
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The casual, conversational tone makes the message feel authentic rather than salesy, while the mix of practical benefits (fit, comfort, longevity) and style appeal ensures it resonates with different buyer motivations. By positioning the sale as a must-grab opportunity, the ad effectively drives engagement and conversions.

This video immediately taps into holiday shopping psychology by emphasizing tradition: gifting for your loved ones. It shows Feetures as the perfect gift for different buyer personas (the savvy sprinter, the trekking trailblazer and the cozy cuddler), showcasing different products too. Additionally, the checkmark animations and “ding” sound effects create an interactive and satisfying visual moment that enhances engagement while showing different features and colors of the product. It ends with a very strong CTA, telling users that they won’t regret getting Feetures this year.