Timio is an Amsterdam-based educational toy brand. It helps educate children aged 2-6. After coming from a mildly successful Kickstarter, the owner Basile Fattal, approached us to grow his direct-to-consumer sales through his Shopify store.

The problem? 0-pixel data.

Kickstarter doesn’t track conversions, so we were essentially working off a fresh account. Selling a new product with little historical data to work from presented us with a tough challenge. Nevertheless, we saw potential in the uniqueness and value of Timio and decided that we were confident in the product to take it on.

Within just a few months we were able to grow the sales from €0 to €100K/mo with only Facebook ads as a marketing channel – we had to scale the spend down due to stock issues.

So how did we scale a new product with 0-pixel data to a 7-figure run rate?

Once we dissected our main value propositions and unit economics, we began with developing our campaign strategy to start growing Timio.

To see what angles and creatives would resonate and convert with our potential audience of parents, we systematically tested each one in our creative testing campaign.

We take one creative angle or concept (e.g quarantine) and run multiple creatives with that angle using dynamic creative testing. Any creatives that perform above our target ROAS in testing we then aim to scale on high-budget CBOs.

We’ve found that UGC videos combined with demonstration videos helped us to make converting creative. Having the children play with the toy and show them having fun was imperative to show a strong concept of use so the parents could see how the Timio could fit into their children’s daily lives.

The main way we scaled Timio was simply through continued creative testing and horizontal scaling. We continued to produce different creatives and copy for winning angles which saw stable performance.

Despite starting with no purchase conversions on the pixel, broad audiences worked best on the account. This is where we just specify the country, age and gender and nothing else. That’s right – no lookalike or interest-based targeting.

We advised our client to sell on the US market. As a brand paying 21% VAT (European tax on sales), the client was able to increase profit by not having to pay VAT on US sales. We always try to advocate brands scaling in the North American market due to the increased population, higher disposable income, avoidance of VAT, and that the main language is English.